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DemandSphere’s September 2026 tracking found Google AI Overviews on 26.12% of its tracked branded keywords on September 1, rising to a peak of 90.48% on September 27 before ending at 82.06% on September 29. Those figures describe whether an Overview appeared for a query—not whether it cited the brand being searched. The series was volatile, and it is not a universal rate for all brand searches.
What DemandSphere’s September figures show
In an October 1, 2026 post, DemandSphere author Ray Grieselhuber described the rise as: “AI Overviews have more than tripled in the month of September for branded queries.” That characterization compares the September 1 reading with the September 27 peak in the company’s published series. The daily values did not rise steadily: the rate fell after the peak, reaching 80.23% on September 28 and 82.06% on September 29.
DemandSphere said it measured branded keywords daily in DemandMetrics, once per day per keyword, across markets and devices. The post does not disclose the keyword count or how queries and brands were selected. It also does not provide results for earlier months, so the September series alone cannot establish how unusual the change was compared with a prior baseline. Grieselhuber said the company was “working on pulling previous months as well.” DemandSphere’s report and daily series are the source for these figures and method details.
“Overview appeared” does not mean “Google cited the brand”
DemandSphere counted a query when Google returned an AI Overview, whether or not the Overview mentioned or cited the brand in that query. Its percentage is therefore a measure of Overview presence on tracked branded keywords. It should not be paraphrased as the share of searches in which Google cited brands, or as the share of brand mentions contained in Overviews.
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“Branded query” also need not mean a search for only a company’s exact name. It can refer to a keyword associated with a brand. Because the DemandSphere post does not publish its keyword list or sampling frame, readers cannot determine from that report alone how many queries were bare brand names, product searches, or other branded terms.
How the separate Ahrefs figures compare
Ahrefs also reported a high rate, but its figures come from different samples and should not be combined with DemandSphere’s. Its analysis of US desktop Google-result crawls found a 73.3% monthly average for branded keywords in September 2026 and an 82.91% rate on September 29. The underlying crawl analysis covered 232.8 million results from July through September, including 92.5 million branded-keyword crawls and 140.2 million non-branded-keyword crawls.
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Ahrefs reported a separate exact-name panel: 63 of 100 brand-name searches showed an AI Overview at its September 30 checkpoint. Those brands were selected from Interbrand’s Best Global Brands 2025, and the panel was observed at 14 weekly checkpoints. That is not the same denominator or query definition as Ahrefs’ broader branded-keyword crawl analysis. Ahrefs explains its samples and results.
| Measure | Scope and query type | Reported result |
|---|---|---|
| DemandSphere daily series | All markets and devices; tracked branded keywords, measured once daily per keyword. Sample size and query-selection frame not stated in the October 1 post. | 26.12% on September 1; peak of 90.48% on September 27; 82.06% on September 29. |
| Ahrefs result-crawl analysis | US desktop Google-result crawls; branded keywords. 92.5 million branded crawls among 232.8 million total from July through September 2026. | 73.3% September monthly average; 82.91% on September 29. |
| Ahrefs exact-name panel | 100 exact-name brand searches from Interbrand’s Best Global Brands 2025, checked at 14 weekly checkpoints. | 63 of 100 showed an Overview at the September 30 checkpoint. |
| Chris Long test, reported by Search Engine Roundtable | 100 enterprise brand names; a separate test, not a DemandSphere or Ahrefs sample. | 93 of 100 showed an Overview, as reported September 30; the account notes that many appeared mid-page. |
The Ahrefs crawl analysis and exact-name panel are distinct datasets; neither is a direct replication of DemandSphere’s all-market, all-device daily series. Search Engine Roundtable’s account of Chris Long’s observation adds a contemporaneous example, not a representative survey. Search Engine Roundtable’s report describes the 100-brand test and its limits.
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What the data cannot establish
The published figures show that AI Overviews appeared frequently in these measured branded-query samples during September 2026. They do not explain why the rates changed or establish that the pattern persisted after the reported dates. DemandSphere’s post said Google had made no announcement about the change.
- The reports do not establish how many users actually saw an Overview, since a results-page feature’s presence is not a measure of user exposure.
- They do not show whether clicks, branded traffic, or conversions changed.
- They do not assess whether Overviews accurately represented the searched brands.
Those questions require separate evidence. A high Overview-presence rate, by itself, is not evidence of a traffic loss, benefit, or change in how brands were cited.
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