MBM vs Spark Foundry:Which is more popular by branded search in New Zealand?
In August 2026, MBM had more branded searches than Spark Foundry among media agencies in New Zealand. MBM was estimated to have 280 branded searches compared to Spark Foundry’s 220, and held a 6.2% Share of Search versus Spark Foundry’s 4.9%.
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Which is more popular in search, MBM or Spark Foundry?
Compare media agencies that plan and buy advertising for New Zealand brands, using branded searches made in New Zealand. Branded searches tell you how often people look for a brand by name or related terms. Comparing these searches across competitors helps you see how popular each brand is over time.
Share of Search by month for MBM, Spark Foundry. The figures are in the table below the chart.
View monthly share of search table
| Month | dentsu | PHD | OMD | WPP Media | MBM | Spark Foundry | Together |
|---|---|---|---|---|---|---|---|
| Oct 2025 | 25.8% | 21.3% | 23.3% | 15.6% | 5.8% | 6.5% | 1.7% |
| Nov 2025 | 25.1% | 22% | 24.4% | 13% | 5.5% | 7% | 2.9% |
| Dec 2025 | 29.3% | 18.2% | 19.9% | 15.6% | 7.5% | 7.5% | 2% |
| Jan 2026 | 28.2% | 18.1% | 24.1% | 14.2% | 7.3% | 6.2% | 1.8% |
| Feb 2026 | 27.5% | 21.2% | 23% | 15.2% | 5.6% | 4.7% | 2.8% |
| Mar 2026 | 29.7% | 18.9% | 20.6% | 15.5% | 6.5% | 6.5% | 2.4% |
| Apr 2026 | 31.6% | 18.6% | 17.4% | 18.4% | 6% | 5.6% | 2.3% |
| May 2026 | 25.2% | 18.8% | 20.9% | 19% | 7.6% | 6% | 2.5% |
| Jun 2026 | 24.8% | 19.5% | 24.3% | 16.4% | 5.7% | 6.4% | 2.9% |
| Jul 2026 | 31% | 19.9% | 21.7% | 15.6% | 6.9% | 2.8% | 2.1% |
| Aug 2026 | 28.7% | 22.1% | 20.5% | 15.2% | 6.2% | 4.9% | 2.4% |
| Sep 2026 | — | — | — | — | — | — | — |
How has the MBM and Spark Foundry comparison changed over the last 12 months?
3 findings
- The lead changed hands 3 times in the 11 months ending August 2026: MBM took it in January 2026, Spark Foundry took it in June 2026, MBM took it in July 2026.
- Across the 11 months ending August 2026, MBM’s estimated Share of Search among media agencies in New Zealand moved from 5.8% to 6.2%, and its estimated monthly branded searches held steady at 280.
- Across the 11 months ending August 2026, Spark Foundry’s estimated Share of Search among media agencies in New Zealand moved from 6.5% to 4.9%, and its estimated monthly branded searches moved from 310 to 220.
How did search popularity change for New Zealand media agencies in August 2026?
2 changes
In August 2026, Spark Foundry gained estimated Share of Search among media agencies in New Zealand, from 2.8% to 4.9%.
In August 2026, MBM lost estimated Share of Search among media agencies in New Zealand, from 6.9% to 6.2%.
How each brand is measured
Brandwave collects information about searches that people make online using MBM’s and Spark Foundry’s names. When viewed over time, estimated search volumes for these branded terms can be used to understand whether interest in the brands is growing, holding steady, or fading.
MBM
9 branded search terms
- mbm advertising
- mbm agency
- mbm auckland
- mbm media
- mbm media nz
- mbm new zealand
- mbm nz
- mbm publicis
- mbm wellington
Spark Foundry
3 branded search terms
- spark foundry
- spark foundry auckland
- spark foundry nz
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