Share of Voice Definition

share of voice definition

What is Share of Voice?

Share of voice definition: share of voice is the amount of exposure a brand receives in a specific marketplace or at a stage in the sales process.

Share of voice is always calculated by working out the total market percentage and then dividing a brand’s metrics by that number:

Your metric / Total market metrics = share of voice

Where calculations differ is the metric being used and how it relates to the media channel.

For example:

  • Advertising: a brand’s total advertising spend / total market advertising spend
  • Social media: number of brand mentions / total industry brand mentions
  • Search marketing: a brand’s search traffic / total industry search traffic

It is worth noting that is considered impossible to get an exact figure for share of voice and these calculations should be used as a guideline to:

  • Measure brand awareness
  • Gain competitor insights
  • Track growth

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