Aviva vs Direct Line:Which is searched more in United Kingdom?
In September 2026, Aviva had more branded searches than Direct Line among car insurance brands in United Kingdom. Aviva was estimated to have 301K branded searches compared to Direct Line’s 125K, and held a 32.1% Share of Search versus Direct Line’s 13.3%.
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Which is more popular in search, Aviva 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 Aviva, 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 Aviva and Direct Line comparison changed over the last 12 months?
3 findings
- Aviva was ahead of Direct Line in every measured month of the 12 months ending September 2026.
- Across the 12 months ending September 2026, Aviva’s estimated Share of Search among car insurance brands in United Kingdom moved from 36.9% to 32.1%, and its estimated monthly branded searches moved from 368K to 301K.
- 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?
1 change
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.
Other head-to-heads among car insurance brands
How each brand is measured
Brandwave collects information about searches that people make online using Aviva’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.
Aviva
1 branded search term
- aviva
Direct Line
2 branded search terms
- direct line
- direct line insurance
Put your own brand in this comparison
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