Definition
A brand's visibility in its category relative to competitors, measured across media mentions, search, or ad presence.
Formula
Brand mentions or impressions / Total category mentions or impressions x 100
How to measure
Aggregate mention or impression counts for the brand and its main competitors across the same channels and time window, then calculate the brand's percentage share.
Why track it
Share of voice contextualizes brand growth against the competitive landscape, since absolute awareness numbers can rise while relative position still falls.
Example
A challenger brand grows its share of voice from 8% to 15% of category conversation after a major campaign, even as the market leader's total mentions also grow.
FAQ
- What is Share of Voice?
- A brand's visibility in its category relative to competitors, measured across media mentions, search, or ad presence.
- How do you calculate Share of Voice?
- Brand mentions or impressions / Total category mentions or impressions x 100
- Why track Share of Voice?
- Share of voice contextualizes brand growth against the competitive landscape, since absolute awareness numbers can rise while relative position still falls.