Share of voice (SOV)
DefinitionPaid Media
Share of voice (SOV)
A brand's share of the category's advertising presence, usually measured as its percentage of total category ad spend. The input-side twin of market share: what you say your brand is worth in media money, relative to everyone else.
Evidence from the library
Share of Model is not a proxy for share of voice or share of searchWarning6% / 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.StatShare of Model - a brand's visibility and perception inside the AI modelsPrinciple0.25 → 0.81Adding creative quality to a share of voice model roughly triples its predictive powerStatShare of Model is not share of mindCase
Related marketing laws
Source
Marketing Definitions
standard media planning practice; John Philip Jones, Ad Spending: Maintaining Market Share (1990)
More from this source
DefinitionExcess share of voice (ESOV)DefinitionReachDefinitionFrequencyDefinitionBrand buildingDefinitionSales activationDefinitionBrand liftDefinitionIncrementalityDefinitionAttributionDefinitionMarketing mix modeling (MMM)DefinitionShare of searchDefinitionHalo effectDefinitionATL/BTL (above/below the line)