Churchill vs LV=:Which is more popular?
In September 2026, LV= had more branded searches than Churchill among car insurance brands in the United Kingdom. LV= had about 124,000 branded searches, while Churchill had 76,600. LV= made up 11.6% of all car insurance brand searches we track, and Churchill accounted for 7.2%. When we asked ChatGPT and Google AI Overviews about car insurance brands, LV= appeared in two of the five answers and Churchill in one. LV= was mentioned before Churchill in two out of three answers that named either.
Who do people search for more?
LV=, about 61% more searches than Churchill
Who does AI mention more?
LV=, mentioned in 2 of 5 answers, Churchill in 1
Who does AI recommend more?
LV=, named ahead of Churchill in 2 of 3 answers
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Top car insurance brands in ChatGPT and Google AI Overviews
In three ChatGPT questions and two Google AI Overviews, LV= was mentioned in two out of five: in two of the three ChatGPT answers, but not in either of the two Google AI Overviews. Churchill was mentioned in one out of five: not in any of the three ChatGPT answers, but in one of the two Google AI Overviews. LV= was listed before Churchill in two out of three answers that named either.
Most recommended by AI
Brands get a higher ranking if they are mentioned earlier in the answers.
Aviva1st
Direct Line2nd- LV=3rd
Admiral4th
Churchill5th
Mentioned by AI
Each dot is one answer, filled in when that answer mentions the brand.
- Aviva4 of 5Named in 3 of 3 ChatGPT answersNamed in 1 of 2 Google answers
- Direct Line4 of 5Named in 2 of 3 ChatGPT answersNamed in 2 of 2 Google answers
- Admiral3 of 5Named in 2 of 3 ChatGPT answersNamed in 1 of 2 Google answers
- LV=2 of 5Named in 2 of 3 ChatGPT answersNamed in 0 of 2 Google answers
- Churchill1 of 5Named in 0 of 3 ChatGPT answersNamed in 1 of 2 Google answers
See every answer about car insurance brands
5 answers
Asked ChatGPT
“Which car insurance brand should I switch to in the UK?”
Asked ChatGPT
“What are the best car insurance brands in the UK?”
Asked ChatGPT
“What's the best car insurance brand in the UK for a cheaper policy?”
Searched Google, AI Overview
“cheap car insurance uk”
Searched Google, AI Overview
“car insurance quotes uk”
Brands are shown in the order each answer named them. The survey took place in United Kingdom on October 19, 2026.
Is Churchill or LV= more popular in search?
This chart shows how often people search Google for Churchill and LV= by name. Each line represents a brand's share of searches for all five car insurance brands we track, month by month, from searches in United Kingdom.
Share of searches by month for LV=, Churchill. The figures are in the table below the chart.
View monthly share of searches table
| Month | Admiral | Aviva | Direct Line | LV= | Churchill |
|---|---|---|---|---|---|
| Oct 2025 | 39.7% | 33.5% | 11.1% | 9.2% | 6.5% |
| Nov 2025 | 43.3% | 29.9% | 12.1% | 8.9% | 5.8% |
| Dec 2025 | 43.4% | 31.8% | 10.6% | 8.7% | 5.4% |
| Jan 2026 | 43.2% | 29.9% | 12.2% | 8.9% | 5.8% |
| Feb 2026 | 39.7% | 33.5% | 11.4% | 10% | 5.3% |
| Mar 2026 | 42.2% | 29.2% | 11.9% | 9.8% | 6.9% |
| Apr 2026 | 43.1% | 27.9% | 11.6% | 9.3% | 8.1% |
| May 2026 | 42.7% | 27.6% | 11.4% | 11.3% | 7% |
| Jun 2026 | 39.1% | 33% | 11.2% | 11.1% | 5.6% |
| Jul 2026 | 41.8% | 28.8% | 12% | 11.8% | 5.6% |
| Aug 2026 | 41.2% | 28.5% | 11.8% | 11.7% | 6.8% |
| Sep 2026 | 41.1% | 28.3% | 11.8% | 11.6% | 7.2% |
How has the Churchill and LV= comparison changed over the last 12 months?
3 findings
- LV= was ahead of Churchill in every measured month of the 12 months ending September 2026.
- Across the 12 months ending September 2026, Churchill’s share of searches among car insurance brands in the United Kingdom moved from 6.5% to 7.2%, and its estimated monthly branded searches moved from 71.7K to 76.6K.
- Across the 12 months ending September 2026, LV=’s share of searches among car insurance brands in the United Kingdom moved from 9.2% to 11.6%, and its estimated monthly branded searches moved from 101K to 124K.
How did search popularity change for United Kingdom car insurance brands in September 2026?
1 change
Estimated monthly branded searches for LV= in the United Kingdom rose 22.3% over 12 measured months, from 101K to 124K in September 2026.
How are branded searches counted?
4 search terms
Brandwave collects information about searches that people make online using Churchill’s and LV=’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.
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