Share of Voice
Table of Contents
What is share of voice?
Share of voice (SOV) measures a brand’s proportion of total market visibility—ad spend, impressions, mentions—versus competitors.
Key points
- Types: Paid SOV (impressions), organic SOV (ranked clicks), social SOV (mentions).
- Formula: (Brand metric ÷ Market total) × 100.
- Correlation: 10 % SOV excess over share of market (SOM) predicts growth (IPA study).
- Tools: Talkwalker, SEMrush, Brandwatch.
- Goal: Maintain SOV ≥ SOM + 10 % for growth.
Pro tips
- Benchmark SOV monthly; spikes flag competitor launches.
- Combine paid + organic SOV for holistic view.
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