📚 Tier 3 - Good to KnowID: sov
Share of Voice (SOV)
Your brand's % of total category ad presence
In Simple Words (Zero Jargon):
Your brand's % of total category ad presence
Official Mathematical Equation
Your Brand's Impressions ÷ Total Category Impressions × 100
Why It Is Critical
Share of Voice measures your brand’s advertising presence as a percentage of the total advertising in your category or competitive set. It is primarily a media planning and brand-health metric rather than a campaign optimisation metric. SOV is correlated with market share growth in brand-tracking research - brands with SOV above their market share tend to grow (Excess Share of Voice / eSOV).
What You Get: A competitive positioning signal - tells you how loud your brand is versus the total noise in your category.