Share of Voice (SOV)

What do you mean by Share of Voice?

Share of Voice (SOV) is a marketing metric that quantifies the proportion of a brand's total advertising impressions or mentions within a specific market or industry

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What does share of voice mean?

Share of voice gauges the percentage of advertising impressions or mentions that a brand obtains in a particular market or industry. It serves as a means to assess a brand's visibility and market share in relation to its competitors.

SOV can be measured across diverse marketing channels, including digital advertising, social media, television, radio, and print. Additionally, it can be evaluated over different time frames, such as a day, week, month, or year.

How is share of voice calculated?

There are two primary methods to calculate share of voice:

• Advertising impressions

SOV can be determined by dividing a brand's total advertising impressions by the total advertising impressions of all brands within the same market or industry. For instance, if a brand accumulates 10,000 impressions while the total number of impressions for all brands in the market is 100,000, the brand's SOV would be 10%.

• Brand mentions

SOV can also be calculated by dividing a brand's total number of mentions by the total number of mentions for all brands within the same market or industry. For example, if a brand receives 100 mentions while the total number of mentions for all brands in the market is 1,000, the brand's SOV would be 10%.

Why is share of voice important in marketing?

Share of voice holds significance in marketing for several reasons:

• Competitor analysis

SOV enables the evaluation of a brand's visibility and market share in comparison to its competitors. By analyzing SOV data, brands can identify opportunities to enhance their market share and strengthen their competitive position.

• Brand awareness

SOV can also serve as a measure of a brand's overall visibility and awareness in the market. By monitoring SOV over time, brands can identify trends and assess the effectiveness of their marketing campaigns.

• Campaign effectiveness

SOV helps in evaluating the effectiveness of specific marketing campaigns. By comparing SOV data before and after a campaign, brands can determine the impact of their advertising efforts and make necessary adjustments.

• Media planning

SOV plays a role in informing media planning and budget allocation. By understanding their SOV in different markets and channels, brands can optimize their advertising expenditure and maximize return on investment (ROI).

How can you improve your share of voice?

Brands can employ several strategies to enhance their Share of Voice:

• Increase advertising spend

One way to improve SOV is by increasing advertising expenditure. By investing more in advertising, brands can enhance their visibility and reach a broader audience.

• Targeted advertising

Brands can also boost their SOV by targeting their advertising endeavors towards specific audiences and markets. By focusing on the most relevant channels and platforms, brands can maximize their reach and strengthen their competitive position.

• Content marketing

Creating and promoting high-quality content can contribute to improving a brand's SOV. By utilizing content marketing strategies that resonate with their target audience, brands can increase their visibility and establish themselves as thought leaders in their industry.

• Influencer marketing

Collaborating with influencers and thought leaders in a specific market or industry can also enhance a brand's SOV. By leveraging the reach and credibility of influencers, brands can amplify their visibility and establish credibility with their target audience.