Share of Voice
Also: SOV
Your brand's share of the total market conversation or advertising presence in your category, relative to competitors.
Why it matters
Share of voice measures how much of the category's conversation, advertising, or visibility your brand owns versus competitors. It is a useful proxy for brand presence and tends to correlate with market share over time. It frames brand-building as a competitive, relative game, not an absolute one.
How it is calculated
Share of Voice = your brand's presence (mentions, impressions, or spend) / total category presence x 100
What good looks like
SOV is a relative measure, tracked against competitors in your specific category and audience. The well-known principle is that a share of voice above your share of market tends to drive growth, and below it tends to precede decline.
Related terms
Reading about it is the easy part. We run it.
Tell us where you are trying to grow, and we will show you the few moves that matter most, then make them.
Free, no obligation. We will get back to you quickly.