Share of voice is a brand’s slice of the total conversation or media presence in its category: brand mentions (or ad spend, or impressions) divided by the category total, as a percentage. It can be measured in PR coverage, paid media, or social.
Why it matters for agencies
SOV matters because, over time, brands whose share of voice exceeds their share of market tend to grow, and those below it tend to shrink — the “excess share of voice” relationship. It turns a vague sense of momentum into a tracked number and frames budget decisions against what competitors are actually doing.
Run the numbers with the free share of voice calculator.