THE MEDIA ENCYCLOPEDIA
Share of Voice
Share of Voice (SOV) is an advertiser’s share of the total inventory for a specific topic, opportunity, or vertical.
What is Share of Voice (SOV)?
Share of Voice (SOV) is an advertiser’s share of the total inventory for a specific topic, opportunity, or vertical.
What is the formula for Share of Voice (SOV)?
SOV = Brand Impressions/Total Available Impressions
What is an example of Share of Voice (SOV)?
Let's say the the NBA page on ESPN.com generates 1,000,000 page views each day.
An advertiser like Nike could request 100% SOV to promote the release of their new shoe, effectively ensuring they are the only advertiser running on the NBA page for that specific day.
If the same advertiser requested 25% SOV instead of 100% SOV, then Nike’s promotion would run in rotation with other advertisers but would capture only 25% of the total pool of taht day’s available advertising inventory — or 250,000 impressions.
The methodology to calculate Share of Voice depends on context.
For instance, if a brand needs to keep tabs on an important market, such as New York, New York, the brand can compare brand mentions on Twitter, Facebook, and Instagram within their target geography to understand their Share of Voice on a recurring basis.