Calculate your brand's share of voice relative to the total market. Measure how visible your brand is compared to competitors and identify growth opportunities.
Share of Voice (SOV) measures your brand's portion of total industry mentions, impressions, or advertising spend. A higher SOV typically correlates with greater market share over time.
Enter your brand's impressions or mentions and the total market impressions (all brands combined, including yours).
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Share of Voice (SOV) is a measure of your brand's presence in the market relative to competitors. Originally used in traditional advertising to measure ad spend share, SOV now applies to digital impressions, social mentions, search visibility, and content reach.
Example 1: Social Media SOV
Your Brand Mentions: 4,500 | Total Market Mentions: 18,000
SOV = (4,500 / 18,000) × 100 = 25% (Strong Position)
Example 2: Paid Search SOV
Your Brand Impressions: 120,000 | Total Market Impressions: 800,000
SOV = (120,000 / 800,000) × 100 = 15% (Growing)
Research by Les Binet and Peter Field shows that brands with SOV above their market share tend to grow, while those with SOV below market share tend to decline. If your SOV is 25% but market share is only 18%, you have 7 points of "excess SOV" — a strong indicator of future market share growth.
How do I measure share of voice?
SOV can be measured across paid advertising (impressions/spend), organic search (keyword rankings), social media (mentions/hashtags), earned media (press mentions), and share of shelf (retail visibility). Each channel provides a different perspective on brand presence.
What tools measure share of voice?
Popular SOV measurement tools include Brandwatch, Sprout Social, SEMrush, Meltwater, and Mention for social and digital SOV. Google Ads provides impression share data for paid search SOV.
How does SOV apply to pharma marketing?
In pharmaceutical marketing, SOV is tracked for HCP (healthcare professional) reach — including detail visits, speaker programs, digital impressions, and journal advertising. Brands that achieve SOV above their market share in key therapeutic categories tend to see prescribing growth.
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