Share of Voice

Also known as: SoV, Media Share, Voice Share

A brand's participation in total category conversation across paid, earned, or social media.

Share of Voice (SoV) measures what percentage of total media conversation or presence belongs to a brand versus the total category. Originally measured in paid media (relative advertising investment), today it includes earned media (press coverage), social media, and organic searches (Share of Search).

There is a well-documented correlation between Share of Voice and Share of Market: brands with SoV greater than their SoM tend to grow (positive Excess SoV or eSOV). This relationship is one of the most robust rules in quantitative marketing.

Atlantia monitors Share of Voice as part of its Brand Tracking toolkit, integrating media data with consumer perception data.