Admiral vs Direct Line:Which is searched more in United Kingdom?
In September 2026, Admiral had more branded searches than Direct Line among car insurance brands in United Kingdom. Admiral was estimated to have 436K branded searches compared to Direct Line’s 125K, and held a 46.5% Share of Search versus Direct Line’s 13.3%.
Follow Admiral vs Direct Line and get free monthly updates on what changed
By continuing you'll get index updates and occasional product news from Brandwave. Unsubscribe any time. Privacy
Which is more popular in search, Admiral or Direct Line?
Compare the car insurance brands people buy. 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 Admiral, Direct Line. 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% |
How has the Admiral and Direct Line comparison changed over the last 12 months?
3 findings
- Admiral was ahead of Direct Line in every measured month of the 12 months ending September 2026.
- Across the 12 months ending September 2026, Admiral’s estimated Share of Search among car insurance brands in United Kingdom moved from 43.7% to 46.5%, and its estimated monthly branded searches held steady at 436K.
- Across the 12 months ending September 2026, Direct Line’s estimated Share of Search among car insurance brands in United Kingdom moved from 12.2% to 13.3%, and its estimated monthly branded searches moved from 122K to 125K.
How did search popularity change for United Kingdom car insurance brands in September 2026?
0 changes
Neither Admiral nor Direct Line moved beyond provider rounding among car insurance brands in September 2026.
Other head-to-heads among car insurance brands
How each brand is measured
Brandwave collects information about searches that people make online using Admiral’s and Direct Line’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.
Admiral
2 branded search terms
- admiral car insurance
- admiral insurance
Direct Line
2 branded search terms
- direct line
- direct line insurance
Put your own brand in this comparison
Brandwave tracks your branded demand next to the rival you actually watch, with your campaigns, spend and outcomes on the same timeline.