Churchill vs Direct Line:Which is searched more in United Kingdom?
In September 2026, Direct Line had more branded searches than Churchill among car insurance brands in United Kingdom. Direct Line was estimated to have 125K branded searches compared to Churchill’s 76.6K, and held a 13.3% Share of Search versus Churchill’s 8.2%.
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Which is more popular in search, Churchill 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 Direct Line, Churchill. 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 Churchill and Direct Line comparison changed over the last 12 months?
3 findings
- Direct Line was ahead of Churchill in every measured month of the 12 months ending September 2026.
- Across the 12 months ending September 2026, Churchill’s estimated Share of Search among car insurance brands in United Kingdom moved from 7.2% to 8.2%, and its estimated monthly branded searches moved from 71.7K to 76.6K.
- 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
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.
Other head-to-heads among car insurance brands
How each brand is measured
Brandwave collects information about searches that people make online using Churchill’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.
Churchill
2 branded search terms
- churchill car insurance
- churchill insurance
Direct Line
2 branded search terms
- direct line
- direct line insurance
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