Brandwave

New Zealand First vs Labour Party:Which is more popular?

In September 2026, New Zealand First had more branded searches than Labour Party among political parties in New Zealand. New Zealand First had about 25,500 branded searches, while Labour Party had 6,600. New Zealand First made up 19.9% of all political party searches we track, and Labour Party accounted for 5.2%. When we asked ChatGPT and Google AI Overviews about political parties, both New Zealand First and Labour Party appeared in all five answers. Labour Party was mentioned before New Zealand First in every answer.

Among political parties in New Zealand in September 2026

Who do people search for more?

New Zealand First, about 4 searches for every 1 for Labour Party

New Zealand First 25.5K searchesLabour Party 6.6K searches

Who does AI mention more?

Both are mentioned in every answer we collected.

New Zealand First in 5 of 5Labour Party in 5 of 5

Who does AI recommend more?

Labour Party, named ahead of New Zealand First in every answer

Labour Party first in 5New Zealand First never first

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Top political parties in ChatGPT and Google AI Overviews

In three ChatGPT questions and two Google AI Overviews, both New Zealand First and Labour Party showed up in all five answers. Labour Party was listed before New Zealand First in every answer.

Most recommended by AI

Brands get a higher ranking if they are mentioned earlier in the answers.

  1. National Party1st
  2. Labour Party2nd
  3. Green Party3rd
  4. ACT New Zealand4th
  5. New Zealand First5th
  6. Te Pāti Māori6th
  7. Alliance Party7th
  8. Animal Justice Party8th
  9. The Cannabis Party9th
  10. Conservative Party NZ10th
  11. +5 more

Mentioned by AI

Each dot is one answer, filled in when that answer mentions the brand.

  • New Zealand First5 of 5Named in 3 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • Green Party5 of 5Named in 3 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • ACT New Zealand5 of 5Named in 3 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • National Party5 of 5Named in 3 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • Te Pāti Māori5 of 5Named in 3 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • Labour Party5 of 5Named in 3 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • Opportunity Party2 of 5Named in 1 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Free Palestine2 of 5Named in 0 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • Conservative Party NZ2 of 5Named in 0 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • Alliance Party2 of 5Named in 0 of 3 ChatGPT answersNamed in 2 of 2 Google answers

+5 more

See every answer about political parties

5 answers

Brands are shown in the order each answer named them. The survey took place in New Zealand on October 19, 2026.

Is New Zealand First or Labour Party more popular in search?

This chart shows how often people search Google for New Zealand First and Labour Party by name. Each line represents a brand's share of searches for all 17 political parties we track, month by month, from searches in New Zealand.

New Zealand First and Labour Party among political parties in New Zealand, by month

Share of searches by month for New Zealand First, Labour Party. The figures are in the table below the chart.

View monthly share of searches table
MonthOpportunity PartyNew Zealand FirstGreen PartyACT New ZealandNational PartyTe Pāti MāoriLabour PartyFree PalestineConservative Party NZAlliance PartyTe Tai Tokerau PartyThe Cannabis PartyAnimal Justice PartyWomen's Rights PartyNZ Outdoors & Freedom Party
Oct 20253.9%11.5%15.2%5.9%10.9%45.5%5.4%—0.51%——0.34%0.31%0.34%0.17%
Nov 202522.9%6.6%8.1%3%7.4%47.7%3.4%—0.25%——0.17%0.11%0.25%0.11%
Dec 202513%11.3%15.7%5.8%10.1%37.9%4.7%—0.54%——0.16%0.11%0.43%0.16%
Jan 202618.6%16.9%16.7%5.6%13.2%20.5%6.6%—0.61%——0.36%0.25%0.36%0.2%
Feb 202623.4%15.8%16.8%7%11.4%17.1%6.3%—0.71%——0.47%0.35%0.35%0.27%
Mar 202632.4%16.4%16%5.7%13%8.2%6.5%—0.49%——0.46%0.14%0.3%0.27%
Apr 202635.2%19.2%13.2%5.3%14.9%6.1%4.7%—0.45%——0.27%0.17%0.2%0.27%
May 202638.1%15.4%13.6%6.3%9.2%9.3%5.6%—0.78%——0.46%0.75%0.27%0.36%
Jun 202662.1%8.9%10.2%3.8%5.5%4%4.1%—0.56%——0.24%0.16%0.18%0.23%
Jul 202649.9%16.9%11.6%6.9%6%4.1%3.2%—0.55%——0.25%0.23%0.2%0.12%
Aug 202655.2%9.6%7.4%5%12%5%3.4%0.54%0.47%0.37%0.24%0.27%0.16%0.16%0.11%
Sep 202634.8%19.9%12.8%8.4%8%6.6%5.2%1.2%0.61%0.56%0.56%0.41%0.25%0.24%0.23%

How has the New Zealand First and Labour Party comparison changed over the last 12 months?

3 findings

How did search popularity change for New Zealand political parties in September 2026?

2 changes

  1. In September 2026, New Zealand First overtook National Party to rank 2nd among political parties in New Zealand, with 19.9% of the searches.

  2. In September 2026, Labour Party gained share of searches among political parties in New Zealand, from 3.4% to 5.2%.

How are branded searches counted?

10 search terms

Brandwave collects information about searches that people make online using New Zealand First’s and Labour Party’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.

New Zealand First

9 branded search terms

  • new zealand first
  • new zealand first party
  • nz first
  • nz first candidates
  • nz first manifesto
  • nz first party
  • nz first policies
  • nzfirst
  • nzfirst.nz

Labour Party

1 branded search term

  • labour party

How the Brand Demand Index is measured

Other head-to-heads among political parties

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