Share of Voice (SOV)

Definition of Share of Voice (SOV)

A brand’s advertising presence relative to competitors within the same market or category.

Explanation of Share of Voice (SOV)

Share of Voice (SOV) measures a brand’s presence and visibility in the market relative to its competitors. It is typically calculated as the percentage of total advertising or media exposure that a brand receives compared to the overall industry. SOV can be measured across various channels, including TV, radio, print, online, and social media. A higher SOV indicates greater brand visibility and market dominance. Tracking SOV helps businesses understand their competitive positioning and the effectiveness of their marketing efforts. By increasing SOV, brands can enhance their market share, influence consumer perceptions, and drive sales growth. Achieving a high SOV requires consistent and strategic marketing efforts, including advertising, public relations, and content marketing. Regularly monitoring and analyzing SOV allows businesses to identify opportunities for improvement and optimize their marketing strategies. SOV is a valuable metric for evaluating brand performance and ensuring that marketing investments are delivering the desired impact.

This dictionary entry was written by

Per-Gulbrand Peter Braathen

With a foundation in doctoral-level research, Per-Gulbrand Peter Braathen is a seasoned expert in the areas of marketing, branding and communication. His proficiency extends to marketing management, branding and communication strategy. Braathen's experience is underscored by his rich background from various industries, including entertainment. A distinguished alumnus of the USC Marshall School of Business, Braathen boasts a Master of Science in Marketing, complemented by a Graduate Certificate in the Business of Entertainment from the USC School of Cinematic Arts as well as two undergraduate Bachelor degrees from the esteemed University of Southern California.