Share of Voice Calculator

About this calculator

Share of voice (SOV) measures a brand’s presence in the market relative to its competitors, expressed as a percentage: SOV = your brand’s metric ÷ total market metric × 100. The underlying metric can be ad impressions, media spend, search visibility, or social mentions, depending on what the analysis is trying to capture.

Marketing and PR teams track share of voice as a leading indicator of share of market — the theory, backed by long-running research from firms like Nielsen and the IPA, is that brands whose share of voice consistently exceeds their share of market tend to grow market share over time. Media planners use it to benchmark campaign spend and visibility against competitors in the same category. This calculator takes your brand’s metric and the total market metric and returns the share of voice.