SOV: Share of Voice
Your brand's advertising presence as a percentage of total advertising in your market category.
Formula
Why it matters
Share of Voice is the marketing metric most strongly correlated with long-term market share growth. The "Excess Share of Voice" (eSOV) theory holds that brands that consistently spend above their market share SOV tend to grow market share over time.
How to improve SOV
Increase paid media investment in key competitive keywords, publish original research that earns press mentions, and optimise SEO for category-level search terms your competitors own.
Growing SOV typically precedes market share growth. Brands with SOV above market share tend to grow.
Prooflytics tracks SOV automatically from your connected sources and flags it in your daily briefing when it moves significantly.
Start free trialFrequently asked questions
How do you measure share of voice digitally?
For paid search: use Google's Impression Share metric. For content: compare your organic ranking coverage vs competitors on category keywords (Semrush). For social: compare mention volume vs competitors using social listening tools.