--- title: "Car insurance brands in United Kingdom: Which are searched most?" description: "Compare the car insurance brands people buy. Share of Search among Admiral, Aviva, Direct Line and Churchill, the car insurance brands Brandwave compares in United Kingdom, using the same methodology, market, and reporting period. 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." canonical: "https://gobrandwave.com/demand/uk/categories/uk-car-insurance-brands" publisher: "Brandwave" --- # Car insurance brands in United Kingdom: Which are searched most? Compare the car insurance brands people buy. Share of Search among Admiral, Aviva, Direct Line and Churchill, the car insurance brands Brandwave compares in United Kingdom, using the same methodology, market, and reporting period. 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. ## Key facts - **Competitive set**: Car insurance brands - **Market**: United Kingdom - **Brands compared**: 4 - **Month measured**: Sep 2026 - **Highest Share of Search**: Admiral, 46.5% ## Which brand is most popular in search among car insurance brands in United Kingdom? - In September 2026, Admiral was the most searched among car insurance brands in United Kingdom, with an estimated 436K branded searches and 46.5% estimated Share of Search within this set. - Aviva is in 2nd place, 14.4 percentage points behind at 32.1% Share of Search. - Across the 12 months ending September 2026, Admiral’s estimated Share of Search among car insurance brands in United Kingdom increased from 43.7% to 46.5%. - Across the 12 months ending September 2026, Aviva’s estimated Share of Search among car insurance brands in United Kingdom decreased from 36.9% to 32.1%. - 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, Churchill’s estimated Share of Search among car insurance brands in United Kingdom increased from 7.2% to 8.2%. - Across the 12 months ending September 2026, Admiral’s estimated Share of Search among car insurance brands in United Kingdom peaked at 48.1% in May 2026 and was lowest at 43.7% in October 2025. - Across the 12 months ending September 2026, Aviva’s estimated Share of Search among car insurance brands in United Kingdom peaked at 37.3% in February 2026 and was lowest at 30.7% in April 2026. - 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. - Across the 12 months ending September 2026, Churchill’s estimated Share of Search among car insurance brands in United Kingdom peaked at 8.9% in April 2026 and was lowest at 5.9% in December 2025. ## Compare search popularity between leading brands - [Admiral vs Aviva: compare search popularity](/demand/uk/compare/admiral-insurance-vs-aviva): 46.5% against 32.1% Share of Search. - [Admiral vs Direct Line: compare search popularity](/demand/uk/compare/admiral-insurance-vs-direct-line): 46.5% against 13.3% Share of Search. - [Admiral vs Churchill: compare search popularity](/demand/uk/compare/admiral-insurance-vs-churchill-insurance): 46.5% against 8.2% Share of Search. - [Aviva vs Direct Line: compare search popularity](/demand/uk/compare/aviva-vs-direct-line): 32.1% against 13.3% Share of Search. - [Aviva vs Churchill: compare search popularity](/demand/uk/compare/aviva-vs-churchill-insurance): 32.1% against 8.2% Share of Search. - [Direct Line vs Churchill: compare search popularity](/demand/uk/compare/churchill-insurance-vs-direct-line): 13.3% against 8.2% Share of Search. ## How did search popularity change for United Kingdom car insurance brands in September 2026? - 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. ## Share of Search ranking | Rank | Brand | Share of Search | Estimated monthly branded searches | Change vs prior month | Owned by | | --- | --- | --- | --- | --- | --- | | 1 | Admiral | 46.5% | 436K | 0.0% | Admiral | | 2 | Aviva | 32.1% | 301K | 0.0% | Aviva | | 3 | Direct Line | 13.3% | 125K | 0.0% | Direct Line | | 4 | Churchill | 8.2% | 76.6K | +6.8% | Churchill | ## Historical estimated branded-search demand | Month | Brand | Estimated monthly branded searches | Share of Search | Rank | | --- | --- | --- | --- | --- | | Oct 2025 | Admiral | 436K | 43.7% | 1 | | Oct 2025 | Aviva | 368K | 36.9% | 2 | | Oct 2025 | Direct Line | 122K | 12.2% | 3 | | Oct 2025 | Churchill | 71.7K | 7.2% | 4 | | Nov 2025 | Admiral | 436K | 47.5% | 1 | | Nov 2025 | Aviva | 301K | 32.8% | 2 | | Nov 2025 | Direct Line | 122K | 13.3% | 3 | | Nov 2025 | Churchill | 58.6K | 6.4% | 4 | | Dec 2025 | Admiral | 411K | 47.6% | 1 | | Dec 2025 | Aviva | 301K | 34.9% | 2 | | Dec 2025 | Direct Line | 100K | 11.6% | 3 | | Dec 2025 | Churchill | 51.2K | 5.9% | 4 | | Jan 2026 | Admiral | 533K | 47.5% | 1 | | Jan 2026 | Aviva | 368K | 32.8% | 2 | | Jan 2026 | Direct Line | 150K | 13.3% | 3 | | Jan 2026 | Churchill | 71.7K | 6.4% | 4 | | Feb 2026 | Admiral | 436K | 44.2% | 1 | | Feb 2026 | Aviva | 368K | 37.3% | 2 | | Feb 2026 | Direct Line | 125K | 12.6% | 3 | | Feb 2026 | Churchill | 58.6K | 5.9% | 4 | | Mar 2026 | Admiral | 533K | 46.8% | 1 | | Mar 2026 | Aviva | 368K | 32.3% | 2 | | Mar 2026 | Direct Line | 150K | 13.2% | 3 | | Mar 2026 | Churchill | 87.6K | 7.7% | 4 | | Apr 2026 | Admiral | 466K | 47.6% | 1 | | Apr 2026 | Aviva | 301K | 30.7% | 2 | | Apr 2026 | Direct Line | 125K | 12.7% | 3 | | Apr 2026 | Churchill | 87.6K | 8.9% | 4 | | May 2026 | Admiral | 466K | 48.1% | 1 | | May 2026 | Aviva | 301K | 31.1% | 2 | | May 2026 | Direct Line | 125K | 12.9% | 3 | | May 2026 | Churchill | 76.6K | 7.9% | 4 | | Jun 2026 | Admiral | 436K | 44% | 1 | | Jun 2026 | Aviva | 368K | 37.1% | 2 | | Jun 2026 | Direct Line | 125K | 12.6% | 3 | | Jun 2026 | Churchill | 62.7K | 6.3% | 4 | | Jul 2026 | Admiral | 436K | 47.4% | 1 | | Jul 2026 | Aviva | 301K | 32.7% | 2 | | Jul 2026 | Direct Line | 125K | 13.6% | 3 | | Jul 2026 | Churchill | 58.6K | 6.4% | 4 | | Aug 2026 | Admiral | 436K | 46.7% | 1 | | Aug 2026 | Aviva | 301K | 32.2% | 2 | | Aug 2026 | Direct Line | 125K | 13.4% | 3 | | Aug 2026 | Churchill | 71.7K | 7.7% | 4 | | Sep 2026 | Admiral | 436K | 46.5% | 1 | | Sep 2026 | Aviva | 301K | 32.1% | 2 | | Sep 2026 | Direct Line | 125K | 13.3% | 3 | | Sep 2026 | Churchill | 76.6K | 8.2% | 4 | ## What is being compared - **Admiral**: Measured on the search terms “admiral car insurance” and “admiral insurance”, summed into one figure. - **Aviva**: Measured on the search term “aviva”. - **Churchill**: Measured on the search terms “churchill car insurance” and “churchill insurance”, summed into one figure. - **Direct Line**: Measured on the search terms “direct line” and “direct line insurance”, summed into one figure. - [Admiral](/demand/uk/brands/admiral-insurance) - [Aviva](/demand/uk/brands/aviva) - [Churchill](/demand/uk/brands/churchill-insurance) - [Direct Line](/demand/uk/brands/direct-line) ## Methodology - [How is branded search demand measured?](/demand/methodology): Where the figures come from, what they compare, and how they may be reused. ## Frequently asked questions ### Which brand is most popular in search among car insurance brands in United Kingdom? In September 2026, Admiral was the most searched among car insurance brands in United Kingdom, with an estimated 436K branded searches and 46.5% estimated Share of Search within this set. ## Cite this page Brandwave. "Car insurance brands in United Kingdom: Which are searched most?". https://gobrandwave.com/demand/uk/categories/uk-car-insurance-brands This page is also available as HTML at https://gobrandwave.com/demand/uk/categories/uk-car-insurance-brands. Brandwave publishes an index of its Markdown pages at https://gobrandwave.com/llms.txt.