How popular isDirect Line in search?
In September 2026, there were an estimated 125K branded searches for Direct Line in United Kingdom which held steady over the last 12 months. Direct Line holds 13.3% estimated Share of Search among United Kingdom car insurance brands and is ranked 3rd of 4 competitors for search popularity.
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Which car insurance brands compete with Direct Line?
Share of Search by month for Admiral, Aviva, Direct Line, Churchill. The figures are in the table below the chart.
View monthly share of search table
| Month | Admiral | Aviva | Direct Line | Churchill |
|---|---|---|---|---|
| Oct 2025 | 43.7% | 36.9% | 12.2% | 7.2% |
| Nov 2025 | 47.5% | 32.8% | 13.3% | 6.4% |
| Dec 2025 | 47.6% | 34.9% | 11.6% | 5.9% |
| Jan 2026 | 47.5% | 32.8% | 13.3% | 6.4% |
| Feb 2026 | 44.2% | 37.3% | 12.6% | 5.9% |
| Mar 2026 | 46.8% | 32.3% | 13.2% | 7.7% |
| Apr 2026 | 47.6% | 30.7% | 12.7% | 8.9% |
| May 2026 | 48.1% | 31.1% | 12.9% | 7.9% |
| Jun 2026 | 44% | 37.1% | 12.6% | 6.3% |
| Jul 2026 | 47.4% | 32.7% | 13.6% | 6.4% |
| Aug 2026 | 46.7% | 32.2% | 13.4% | 7.7% |
| Sep 2026 | 46.5% | 32.1% | 13.3% | 8.2% |
| Rank | Brand | Share of Search | Estimated monthly branded searches | vs prior month | Share change |
|---|---|---|---|---|---|
| 1, held 1st | 46.5% | 436K | 0% | -0.2 points | |
| 2, held 2nd | 32.1% | 301K | 0% | -0.2 points | |
| 3, held 3rd | 13.3% | 125K | 0% | -0.1 points | |
| 4, held 4th | 8.2% | 76.6K | +6.8% | +0.5 points |
1.
Admiral46.5%
Held 1st. 436K estimated branded searches, 0% vs prior month. Share -0.2 points.
2.
Aviva32.1%
Held 2nd. 301K estimated branded searches, 0% vs prior month. Share -0.2 points.
13.3%
Held 3rd. 125K estimated branded searches, 0% vs prior month. Share -0.1 points.
8.2%
Held 4th. 76.6K estimated branded searches, +6.8% vs prior month. Share +0.5 points.
Compare search popularity between Direct Line and its closest rivals
Every comparison with Direct Line
3 comparisons
How has branded search demand for Direct Line changed in United Kingdom over the last 12 months?
3 findings
- Across the 12 months ending September 2026, estimated monthly branded searches for Direct Line in United Kingdom held steady, from 122K to 125K.
- Across the 12 months ending September 2026, Direct Line’s estimated Share of Search among car insurance brands in United Kingdom increased from 12.2% to 13.3%.
- Across the 12 months ending September 2026, Direct Line’s estimated Share of Search among car insurance brands in United Kingdom peaked at 13.6% in July 2026 and was lowest at 11.6% in December 2025.
How did search popularity change for United Kingdom car insurance brands in September 2026?
2 changes
Churchill’s estimated Share of Search among car insurance brands in United Kingdom has gained ground for 3 months in a row, from 6.3% to 8.2% in September 2026.
Aviva’s estimated Share of Search among car insurance brands in United Kingdom has lost ground for 3 months in a row, from 37.1% to 32.1% in September 2026.
How is Direct Line measured?
Brandwave collects information about searches that people make online using Direct Line’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.
2 branded search terms
- direct line
- direct line insurance
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