📚 Tier 3 - Good to KnowID: sovToSomRelationship
SOV to SOM Relationship
How maintaining excess Share of Voice drives Share of Market growth
In Simple Words (Zero Jargon):
The rule that if your share of advertising is bigger than your current market share, your business will grow over time.
Why It Is Critical
The IPA Databank research by Binet & Field proved that Excess Share of Voice (eSOV = SOV − SOM) is the engine of market share expansion. Spending below market share correlates directly with long-term revenue contraction.
What You Get: A research-backed framework for justifying minimum advertising investment levels to business stakeholders who see marketing as a discretionary cost.