Share of Voice (SoV)
Share of Voice, or SoV, measures how much of your market's total visibility belongs to you.
Divide your visibility by your market's total visibility. That is Share of Voice: how much of the available attention is yours? It matters because awareness is a competition, not a volume game. Growing reach while rivals grow faster is losing ground.
Signal Type
Metric Role
Metric Type
The Formula
Worked example
Benchmarks and interpretation
Where the number actually comes from
When to use it
Common Mistakes
In the REACT framework
SoV sits in the Reach phase and adds what most reach metrics forget: competitors. Hold share of voice above share of market and share tends to follow. REACTIQ360 goes wider than ad impression share: it blends paid, organic, social, search, and AI visibility into one Competitive Visibility Index, so you see who is winning the whole conversation, not one channel of it.
Related metrics
Frequently Asked Questions
What is Share of Voice?
Share of Voice, or SoV, measures how much of your market's total visibility belongs to you. It turns your visibility into a market position, which is what awareness actually is.
How do you calculate Share of Voice?
Use the formula: SoV = Your visibility ÷ Market visibility. Keep both inputs in the same reporting period and avoid mixing users, sessions, events, or customers unless the formula calls for it.
What data do you need for SoV?
You need market visibility and your visibility, pulled from the relevant connected sources and computed for the same period.
What mistakes should you avoid with SoV?
Do not measure your visibility without measuring the market's, do not mix channels with different visibility definitions carelessly, and do not read rising reach as rising share while competitors rise faster.
When should marketers use SoV?
Use SoV when setting brand strategy and budget ambition. The known pattern: hold share of voice above share of market and share tends to follow. Falling SoV in a growing category is the early warning that matters.
What is a good SoV?
Good is relative by definition: growing SoV means winning attention faster than the market, whatever your absolute number. Judge against your share of market to know if you are set to grow or defend.
Sources and methodology. SoV formula and definition derive from standard marketing analytics practice and platform reporting conventions. REACTIQ360 harmonises source data from Ad and platform APIs, Campaign taxonomy, Harmonisation layer and applies a consistent same-period computation methodology.
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