Share of Voice (SOV)
What it is:
A brand's advertising weight as a percent of the
total advertising weight of the entire product category.
In addition to a brand, it can be calculated for a company (Progresso), product line (canned soup), or a particular market (New England). It is your percentage of advertising relative to that of the entire competitive set.
It reflects the extent to which your customers
are being influenced by your ads versus those of rivals who also try to get
their attention with similar messages. Long-term analysis shows that brands that
increase their share of voice with powerful advertising stand a better chance of
increasing their market share.
total category expenditure