Share of Voice (SOV)
Share of Voice (SOV) is a marketing metric that reflects the share of advertising activity or media mentions a brand occupies compared to its competitors. Simply put, it answers the question: how loudly does a brand “speak” in the market relative to others.
What Can Be Measured Through SOV?
Depending on the channel, share of voice can be calculated based on:
- Volume of ad impressions
- Advertising spend
- Number of clicks
- Number of media mentions
- Number of social media mentions
- Search demand
- SEO visibility
It’s important to define the specific context in which the metric is being measured.
Calculation Formula
The basic formula is:
SOV = (Brand’s Metric / Total Metric of all market players) × 100%
Calculation Example
If:
- Brand A received 200,000 ad impressions.
- The total volume of impressions in the market was 1,000,000.
Then:
SOV = (200,000 / 1,000,000) × 100% = 20%
This means the brand occupies 20% of the advertising presence in the chosen channel.
Types of Share of Voice
- Media SOV. Based on advertising impressions or budget.
- Digital SOV. Measured by clicks, traffic, visibility in search, or contextual advertising.
- PR SOV. Based on the number of publications and media mentions.
- Social SOV. Analyzed through discussions and mentions on social media.
Why is this Metric Needed?
SOV helps to:
- Assess the brand’s competitive position.
- Understand the level of marketing activity.
- Forecast market share growth.
- Determine if there is sufficient advertising pressure.
- Compare the effectiveness of promotional channels.
There is a correlation: if share of voice is higher than market share, the brand has potential for growth.
Relationship with Market Share
In marketing, the concept of Excess Share of Voice (ESOV) is used — the excess of share of voice over market share.
Formula: ESOV = SOV − Market Share
- If the indicator is positive, the brand is investing in growth.
- If it is negative, there is a risk of losing market position.
Limitations of the Metric
- Does not account for creative quality.
- Does not reflect actual advertising effectiveness.
- Depends on the accuracy of market data.
- Does not indicate conversion rates.
A high share of voice does not always mean high sales.
When is SOV Especially Useful?
- When entering a competitive market.
- When scaling advertising campaigns.
- For evaluating PR activity.
- In branding strategy.
- When planning the advertising budget.
Key Takeaway
Share of Voice is a measure of a brand’s visibility in the information and advertising landscape relative to its competitors. It helps assess the level of marketing pressure on the market but should be analyzed alongside sales figures, conversion rates, and market share.
