Intermediate

Share of Voice (SOV)

Your brand’s share of all advertising exposure in a market.

Formula

SOV = \frac{\text{Your impressions}}{\text{Total market impressions}} \times 100

Variables

Your impressionsYour brand’s exposures

Total market impressionsAll brands’ exposures

Example

Your 2M of 10M market impressions → SOV = 20%

Did You Know?

Brands whose share of voice exceeds their market share tend to grow.

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More in Media & Data

Gross Rating Points (GRP)

Total advertising weight of a campaign against the whole audience.

Target Rating Points (TRP)

Advertising weight counted only within the specific target audience.

Television Rating (TVR)

Share of all potential viewers watching a particular programme.

Cost Per Mille (CPM)

The cost of reaching one thousand impressions.

Cost Per Rating Point (CPP)

How much it costs to buy one rating point of audience.

Click-Through Rate (CTR)

Percentage of ad views that result in a click.