SOV: Share of Voice

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What does SOV mean? SOV stands for Share of Voice and describes the share of your own advertising presence compared to all competitors in a market. Where is SOV used? Share of voice is used in marketing and brand communication to measure visibility and market share in the advertising environment – e.g. in social media, search engine advertising or traditional media. What is a good SOV? A good SOV is usually at least 10% to 20%, but should be as high as possible strategically in order to expand brand awareness in the long term. The following often applies: if you have a higher SOV than your market share, you can grow in the long term.

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Calculate SOV

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SOV simply explained

Formula: How do you calculate the share of voice?

  • SOV = own advertising expenditure / total advertising expenditure in the market × 100

Example SOV

To calculate the share of voice, divide your own advertising expenditure by the total advertising expenditure of all competitors in the relevant market and multiply the result by 100.

How to calculate the SOV

This is how you can calculate the Share of Voice (SOV):

  • Own advertising expenditure: € 100,000
  • Total advertising expenditure in the market: € 1,000,000
  • Formula: SOV = own expenditure / total expenditure × 100
  • Calculation: (100,000 € / 1,000,000 €) × 100 = 10 %
  • Result: The share of voice is 10%

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