Measurement & attribution
Share of voice
Share of voice is a brand's proportion of category advertising presence - spend, impressions or visibility - relative to competitors. Sustained share of voice above share of market has long been associated with brand growth, making SOV a strategic input to budget-setting.
In practice
SOV frames the budget conversation competitively: the question becomes not 'what did we spend last year' but 'what presence does growth require against what competitors are doing'.
Measurement is imperfect across fragmented digital channels; treat SOV as a directional strategic gauge rather than a precise metric.