Excess share of voice (ESOV)
DefinitionPaid Media
Excess share of voice (ESOV)
Share of voice minus share of market. Brands that spend a larger share of category advertising than their share of sales tend to grow, roughly half a point of market share per year for every 10 points of excess share of voice; spend below your share and you tend to shrink.
Evidence from the library
6% / 12%The share of annual market share growth explained by excess share of voice (ESOV) rose from 6% before the digital era to 12% after it.Stat1.7 vs 0.7Consistency more than doubles what a point of ESOV buysStat0.25 → 0.81Adding creative quality to a share of voice model roughly triples its predictive powerStat23% → 49%Creative advantage backed by media raises the odds of market share growth in a straight lineStat312% / 386%Optimising for ROMI rewards spending less - bigger-budget campaigns average a lower ROMI than smaller ones, and average excess share of voice has fallen accordingly.Warning
Related marketing laws
Source
Marketing Definitions
Les Binet and Peter Field, The Long and the Short of It (2013), building on John Philip Jones
More from this source
DefinitionShare of voice (SOV)DefinitionReachDefinitionFrequencyDefinitionBrand buildingDefinitionSales activationDefinitionBrand liftDefinitionIncrementalityDefinitionAttributionDefinitionMarketing mix modeling (MMM)DefinitionShare of searchDefinitionHalo effectDefinitionATL/BTL (above/below the line)
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