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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.

Related terms

  • Gross Rating Points (GRPs)— The sum of all rating points achieved for a particular commercial schedule, calculated by multiplying AQH Rating by the Number of Spots.
  • Gross Impressions (GIs)— The total mathematical sum of all exposures to an advertisement, regardless of whether they represent unique individuals.
  • Gross Revenue— The total, unadjusted top-line income generated from advertising sales before deducting agency commissions, operational costs, or taxes.
  • CAC (Customer Acquisition Cost)— The total combined sales, operational, and marketing expenditure required to successfully win a new advertising client.