Share of voice (SOV) is a marketing metric that measures a brand’s relative presence and visibility compared to its competitors in a given market or channel. Share of voice is typically expressed as a percentage of the total advertising spend or media coverage in a specific market or channel.
For example, if a brand has a 20% share of voice in a specific market, it means that it is investing 20% of the total advertising or media budget in that market. SOV can be calculated for various types of media, including digital, television, print, radio, and outdoor advertising.
Share of voice is an important metric for brands to monitor, as it provides insight into the relative competitiveness of the brand in its market and helps to identify opportunities for improvement. Brands can use SOV data to allocate their marketing budgets more effectively, to understand the impact of their advertising campaigns, and to make informed decisions about future marketing strategies.
SOV is not to be confused with market share, which measures a brand’s share of total sales in a specific market, rather than its advertising or media presence.