Admiral vs Aviva:Which is more popular?
In September 2026, Admiral and Aviva were level in searches among home insurance brands in the United Kingdom, with an estimated 22.2K branded searches each, at 17.9% of the total each. When we asked ChatGPT and Google AI Overviews about home insurance brands, Aviva appeared in three of the five answers and Admiral in one. Aviva was mentioned before Admiral in every answer.
Who do people search for more?
Admiral and Aviva are searched for about as often as each other.
Who does AI mention more?
Aviva, mentioned in 3 of 5 answers, Admiral in 1
Who does AI recommend more?
Aviva, named ahead of Admiral in every answer
Follow Admiral vs Aviva 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
Top home insurance brands in ChatGPT and Google AI Overviews
In three ChatGPT questions and two Google AI Overviews, Aviva was mentioned in three out of five: in all three ChatGPT answers, but not in either of the 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. Aviva was listed before Admiral in every answer.
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.
Is Admiral or Aviva more popular in search?
This chart shows how often people search Google for Admiral and Aviva by name. Each line represents a brand's share of searches for all eight home insurance brands we track, month by month, from searches in United Kingdom.
Share of searches by month for Admiral, Aviva. 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% |
How has the Admiral and Aviva comparison changed over the last 12 months?
3 findings
- Admiral was ahead of Aviva in every measured month of the 12 months ending September 2026.
- Across the 12 months ending September 2026, Admiral’s share of searches among home insurance brands in the United Kingdom moved from 19.4% to 17.9%, and its estimated monthly branded searches held steady at 22.2K.
- Across the 12 months ending September 2026, Aviva’s share of searches among home insurance brands in the United Kingdom moved from 15.8% to 17.9%, and its estimated monthly branded searches moved from 18.1K to 22.2K.
How did search popularity change for United Kingdom home insurance brands in September 2026?
2 changes
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%.
How are branded searches counted?
2 search terms
Brandwave collects information about searches that people make online using Admiral’s and Aviva’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.
Other head-to-heads among home insurance brands
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.