How popular isAdmiral?
In September 2026, people searched for Admiral by name about 532,000 times in the United Kingdom, about the same as the previous year. These searches made up 17.9% of all United Kingdom home insurance brand searches, placing Admiral second out of eight brands. When we asked both ChatGPT and Google AI Overviews about home insurance brands, Admiral appeared in one of the five answers and was the joint fourth most recommended of the eight.
Admiral is the second most searched of 8 competitors and the joint fourth most recommended in AI answers.
Tesco InsuranceShare of searches 26.7%Mentioned in 3 of 5 AI answersPlace in AI recommendations 3rd
AdmiralShare of searches 17.9%Mentioned in 1 of 5 AI answersPlace in AI recommendations 4th
AvivaShare of searches 17.9%Mentioned in 3 of 5 AI answersPlace in AI recommendations 2nd
LV=Share of searches 11.9%Mentioned in 0 of 5 AI answersPlace in AI recommendations –
Direct LineShare of searches 9.8%Mentioned in 1 of 5 AI answersPlace in AI recommendations 4th
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Top home insurance brands in ChatGPT and Google AI Overviews
In three ChatGPT questions and two Google AI Overviews, Admiral was mentioned in one out of five: in one of the three ChatGPT answers, but not in either of the two Google AI Overviews. Admiral is the joint fourth most recommended of the eight.
Most recommended by AI
Brands get a higher ranking if they are mentioned earlier in the answers.
NFU Mutual1st- Aviva2nd
- Tesco Insurance3rd
- Admiral4th
- Direct Line4th
Churchill6th- LV=–
Hastings Direct–
Mentioned by AI
Each dot is one answer, filled in when that answer mentions the brand.
- Tesco Insurance3 of 5Named in 3 of 3 ChatGPT answersNamed in 0 of 2 Google answers
- Aviva3 of 5Named in 3 of 3 ChatGPT answersNamed in 0 of 2 Google answers
- NFU Mutual3 of 5Named in 3 of 3 ChatGPT answersNamed in 0 of 2 Google answers
- Admiral1 of 5Named in 1 of 3 ChatGPT answersNamed in 0 of 2 Google answers
- Direct Line1 of 5Named in 1 of 3 ChatGPT answersNamed in 0 of 2 Google answers
- Churchill1 of 5Named in 1 of 3 ChatGPT answersNamed in 0 of 2 Google answers
- LV=0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
- Hastings Direct0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
See every answer about home insurance brands
5 answers
Asked ChatGPT
“Which home insurance should I get in the UK?”
Asked ChatGPT
“What are the best home insurance companies in the UK?”
Asked ChatGPT
“What's the best value buildings and contents insurance in the UK?”
Searched Google, AI Overview
“home insurance”
Searched Google, AI Overview
“buildings and contents insurance”
Not named in any answer:
Brands are shown in the order each answer named them. The survey took place in United Kingdom on October 22, 2026.
Which home insurance brands compete with Admiral?
Share of searches by month for Tesco Insurance, Admiral, Aviva, LV=, Direct Line, NFU Mutual, Hastings Direct, Churchill. The figures are in the table below the chart.
View monthly share of searches table
| Month | Tesco Insurance | Admiral | Aviva | LV= | Direct Line | NFU Mutual | Hastings Direct | Churchill |
|---|---|---|---|---|---|---|---|---|
| Oct 2025 | 23.6% | 19.4% | 15.8% | 12.9% | 12.9% | 5.9% | 4.8% | 4.7% |
| Nov 2025 | 24.5% | 20.1% | 16.4% | 10.9% | 13.4% | 6.1% | 4.7% | 4% |
| Dec 2025 | 25.1% | 20.5% | 16.8% | 11.2% | 11.2% | 5.1% | 5.1% | 5% |
| Jan 2026 | 25.4% | 20.8% | 17% | 11.3% | 11.3% | 5.2% | 4.8% | 4.1% |
| Feb 2026 | 24.5% | 20.1% | 16.4% | 10.9% | 13.4% | 5% | 5% | 4.9% |
| Mar 2026 | 23.8% | 19.5% | 15.9% | 13% | 13% | 5.3% | 4.8% | 4.7% |
| Apr 2026 | 27.4% | 18.3% | 15% | 12.2% | 12.2% | 4.9% | 4.6% | 5.5% |
| May 2026 | 26.3% | 17.6% | 17.6% | 11.8% | 11.8% | 4.7% | 5.1% | 5.2% |
| Jun 2026 | 26.3% | 17.6% | 17.6% | 11.7% | 11.7% | 5.8% | 5% | 4.3% |
| Jul 2026 | 26.1% | 17.4% | 17.4% | 11.6% | 11.6% | 6.3% | 5.3% | 4.2% |
| Aug 2026 | 24.7% | 16.5% | 16.5% | 13.5% | 11% | 7.3% | 5.7% | 4.9% |
| Sep 2026 | 26.7% | 17.9% | 17.9% | 11.9% | 9.8% | 6.4% | 5.1% | 4.4% |
| Rank | Brand | Share of searches | Estimated monthly branded searches | vs prior month | Share change |
|---|---|---|---|---|---|
| 1, held 1st | 26.7% | 33.1K | +22.1% | +2 points | |
| 2, held 2nd | 17.9% | 22.2K | +22.7% | +1.4 points | |
| 3, held 3rd | 17.9% | 22.2K | +22.7% | +1.4 points | |
| 4, held 4th | 11.9% | 14.8K | 0% | -1.5 points | |
| 5, held 5th | 9.8% | 12.1K | 0% | -1.3 points | |
| 6, held 6th | 6.4% | 8K | 0% | -0.8 points | |
| 7, held 7th | 5.1% | 6.3K | 0% | -0.7 points | |
| 8, held 8th | 4.4% | 5.4K | 0% | -0.6 points |
26.7%
Held 1st. 33.1K estimated branded searches, +22.1% vs prior month. Share +2 points.
2.
Admiral17.9%
Held 2nd. 22.2K estimated branded searches, +22.7% vs prior month. Share +1.4 points.
3.
Aviva17.9%
Held 3rd. 22.2K estimated branded searches, +22.7% vs prior month. Share +1.4 points.
4.
LV=11.9%
Held 4th. 14.8K estimated branded searches, 0% vs prior month. Share -1.5 points.
9.8%
Held 5th. 12.1K estimated branded searches, 0% vs prior month. Share -1.3 points.
6.4%
Held 6th. 8K estimated branded searches, 0% vs prior month. Share -0.8 points.
5.1%
Held 7th. 6.3K estimated branded searches, 0% vs prior month. Share -0.7 points.
4.4%
Held 8th. 5.4K estimated branded searches, 0% vs prior month. Share -0.6 points.
Compare popularity between Admiral and its closest rivals
Every comparison with Admiral
11 comparisons
How has branded search demand for Admiral changed in the United Kingdom over the last 12 months?
3 findings
- Across the 12 months ending September 2026, estimated monthly branded searches for Admiral in the United Kingdom held steady, from 508K to 532K.
- Across the 12 months ending September 2026, Admiral’s share of searches among home insurance brands in the United Kingdom decreased from 19.4% to 17.9%.
- Across the 12 months ending September 2026, Admiral’s share of searches among home insurance brands in the United Kingdom peaked at 20.8% in January 2026 and was lowest at 16.5% in August 2026.
How did search popularity change for United Kingdom home insurance brands in September 2026?
6 changes
In September 2026, Tesco Insurance gained share of searches among home insurance brands in the United Kingdom, from 24.7% to 26.7%.
In September 2026, Admiral gained share of searches among home insurance brands in the United Kingdom, from 16.5% to 17.9%.
In September 2026, Aviva gained share of searches among home insurance brands in the United Kingdom, from 16.5% to 17.9%.
In September 2026, LV= lost share of searches among home insurance brands in the United Kingdom, from 13.5% to 11.9%.
In September 2026, Direct Line lost share of searches among home insurance brands in the United Kingdom, from 11% to 9.8%.
In September 2026, NFU Mutual lost share of searches among home insurance brands in the United Kingdom, from 7.3% to 6.4%.
How are Admiral’s branded searches counted?
4 search terms
Brandwave collects information about searches that people make online using Admiral’s name. When viewed over time, estimated search volumes for these branded terms can be used to understand whether interest in the brand is growing, holding steady, or fading.
- admiral car insurance
- admiral home insurance
- admiral insurance
- admiral travel insurance
Do you work for Admiral? To request corrections or removal please contact us via our support page and we will be happy to assist.
Where does Admiral compete?
| Competitor set | Rank | Share of searches | Ranking |
|---|---|---|---|
| Car insurance brands | 1st of 5 | 41.1% | Show ranking |
| Travel insurance providers | 2nd of 6 | 23.2% | Show ranking |
| Home insurance brands | 2nd of 8 | 17.9% | Shown above |
Is Admiral your brand?
Put your own campaigns, spend and outcomes next to this demand line, so you can see which of your marketing lined up with the movements above.