Brandwave

Ace & Tate vs Cubitts:Which is more popular?

In September 2026, Ace & Tate had more branded searches than Cubitts among opticians in the United Kingdom. Ace & Tate had about 21,000 branded searches, while Cubitts had 18,100. Ace & Tate made up 1.3% of all optician searches we track, and Cubitts accounted for 1.1%. When we asked ChatGPT and Google AI Overviews about opticians, Cubitts appeared in two of the four answers and Ace & Tate in one. Cubitts was mentioned before Ace & Tate in every answer that named either.

Among opticians in the United Kingdom in September 2026

Who do people search for more?

Ace & Tate, about 16% more searches than Cubitts

Ace & Tate 21K searchesCubitts 18.1K searches

Who does AI mention more?

Cubitts, mentioned in 2 of 4 answers, Ace & Tate in 1

Cubitts in 2 of 4Ace & Tate in 1 of 4

Who does AI recommend more?

Cubitts, named ahead of Ace & Tate in 2 of 2 answers

Cubitts first in 2Ace & Tate never first

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Top opticians in ChatGPT and Google AI Overviews

In three ChatGPT questions and one Google AI Overview, Cubitts was mentioned in two out of four: in two of the three ChatGPT answers, but not in the Google AI Overview. Ace & Tate was mentioned in one out of four: in one of the three ChatGPT answers, but not in the Google AI Overview. Cubitts was listed before Ace & Tate in every answer that named either.

Most recommended by AI

Brands get a higher ranking if they are mentioned earlier in the answers.

  1. Specsavers1st
  2. Glasses Direct2nd
  3. SelectSpecs3rd
  4. Boots4th
  5. Cubitts4th
  6. Vision Express6th
  7. Ace & Tate7th
  8. Optical Express–
  9. Bloobloom–
  10. Spex4Less–
  11. +1 more

Mentioned by AI

Each dot is one answer, filled in when that answer mentions the brand.

  • Specsavers4 of 4Named in 3 of 3 ChatGPT answersNamed in 1 of 1 Google answers
  • Glasses Direct3 of 4Named in 2 of 3 ChatGPT answersNamed in 1 of 1 Google answers
  • SelectSpecs3 of 4Named in 2 of 3 ChatGPT answersNamed in 1 of 1 Google answers
  • Vision Express2 of 4Named in 2 of 3 ChatGPT answersNamed in 0 of 1 Google answers
  • Boots2 of 4Named in 2 of 3 ChatGPT answersNamed in 0 of 1 Google answers
  • Cubitts2 of 4Named in 2 of 3 ChatGPT answersNamed in 0 of 1 Google answers
  • Ace & Tate1 of 4Named in 1 of 3 ChatGPT answersNamed in 0 of 1 Google answers
  • Optical Express0 of 4Named in 0 of 3 ChatGPT answersNamed in 0 of 1 Google answers
  • Bloobloom0 of 4Named in 0 of 3 ChatGPT answersNamed in 0 of 1 Google answers
  • Spex4Less0 of 4Named in 0 of 3 ChatGPT answersNamed in 0 of 1 Google answers

+1 more

See every answer about opticians

4 answers

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 Ace & Tate or Cubitts more popular in search?

This chart shows how often people search Google for Ace & Tate and Cubitts by name. Each line represents a brand's share of searches for all 11 optician brands we track, month by month, from searches in United Kingdom.

Ace & Tate and Cubitts among opticians in the United Kingdom, by month

Share of searches by month for Ace & Tate, Cubitts. The figures are in the table below the chart.

View monthly share of searches table
MonthSpecsaversVision ExpressBootsGlasses DirectSelectSpecsAce & TateCubittsOptical ExpressBloobloomSpex4LessSmartBuyGlasses
Oct 202551.8%15.5%15.5%8.5%3.1%1.5%1.4%1.4%0.62%0.34%0.23%
Nov 202552%15.6%15.5%8.5%3.1%1.3%1.4%1.4%0.62%0.34%0.23%
Dec 202551.8%15.5%15.5%8.5%3.1%1.5%1.4%1.4%0.76%0.28%0.22%
Jan 202652.4%15.8%15.8%8.6%2.6%1.3%1.2%1.2%0.63%0.35%0.19%
Feb 202649.5%18.2%14.8%9.9%2.4%1.2%1.3%1.3%0.73%0.32%0.22%
Mar 202653.9%16.3%13.3%8.9%2.7%1.4%1.2%1.2%0.65%0.36%0.24%
Apr 202649.2%18%14.7%9.9%2.4%1.5%1.6%1.3%0.72%0.32%0.26%
May 202649.5%18.1%14.8%9.9%2.4%1.2%1.3%1.3%0.73%0.32%0.26%
Jun 202651.4%15.4%15.4%10.3%2.5%1.3%1.4%1.1%0.62%0.28%0.23%
Jul 202650.4%15.1%15.1%10.1%4.5%1.3%1.4%1.1%0.61%0.33%0.22%
Aug 202648%17.6%17.6%9.6%2.4%1.2%1.3%1.1%0.71%0.32%0.21%
Sep 202651.3%15.4%15.3%10.3%3.1%1.3%1.1%1.1%0.62%0.22%0.18%

How has the Ace & Tate and Cubitts comparison changed over the last 12 months?

3 findings
  • The lead changed hands 6 times in the 12 months ending September 2026: Cubitts took it in November 2025, Ace & Tate took it in December 2025, Cubitts took it in February 2026, Ace & Tate took it in March 2026, Cubitts took it in April 2026, Ace & Tate took it in September 2026.
  • Across the 12 months ending September 2026, Ace & Tate’s share of searches among opticians in the United Kingdom moved from 1.5% to 1.3%, and its estimated monthly branded searches moved from 24.6K to 21K.
  • Across the 12 months ending September 2026, Cubitts’ share of searches among opticians in the United Kingdom moved from 1.4% to 1.1%, and its estimated monthly branded searches moved from 22.2K to 18.1K.

How did search popularity change for United Kingdom opticians in September 2026?

2 changes

  1. In September 2026, Ace & Tate rose from 7th to 6th among opticians in the United Kingdom.

  2. In September 2026, Cubitts fell from 6th to 7th among opticians in the United Kingdom.

How are branded searches counted?

3 search terms

Brandwave collects information about searches that people make online using Ace & Tate’s and Cubitts’ 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.

Ace & Tate

2 branded search terms

  • ace and tate
  • ace and tate glasses

Cubitts

1 branded search term

  • cubitts

How the Brand Demand Index is measured

Other head-to-heads among opticians

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