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Financial Metrics
SOV (Share of Voice)
The percentage of total advertising weight, impressions, or expenditure within a market or specific product category belonging to one single brand.
What is SOV (Share of Voice)?
Share of Voice quantifies category dominance. If five insurance advertisers collectively run 1,000 spots in a market during a quarter and Brand X runs 400 of them, Brand X holds a 40 percent SOV. The metric can be computed by spend, impressions, Gross Rating Points, or spot count, depending on what data is available.
SOV correlates strongly with market share in mature categories: brands that consistently spend above their current market share tend to gain share over time; brands that underspend tend to lose share. The 'excess share of voice' model: SOV minus current market share: is one of the oldest empirical findings in advertising effectiveness research. Modern competitive-intelligence platforms make SOV tracking continuous rather than quarterly, giving brands an early-warning signal for share shifts.
Why it matters
Spotwise utilises SOV tracking to graphically show stations how dominant specific advertisers are compared to their direct local competitors.
Visualise SOV across every category
Spotwise renders real-time SOV dashboards for every monitored category so stations and advertisers can see competitive dynamics at a glance.