Share of Voice Calculator
Calculate your brand's share of voice against the total market
Frequently Asked Questions
SOV = Your brand's metric ÷ Total market metric × 100. If your brand had 20,000 ad impressions in a market with 100,000 total impressions across all competitors, your SOV is 20,000 ÷ 100,000 × 100 = 20%.
Common choices are ad impressions, ad spend, search volume/mentions, or social media mentions — the calculation is identical either way, so just make sure your brand's number and the total market number use the same metric and time period.
Share of voice measures visibility (how much of the conversation or advertising you own), while market share measures actual sales or revenue captured. A brand can have high SOV without yet converting that into a matching market share, or vice versa — the two are related but not the same.
A common rule of thumb (the 'excess share of voice' theory) suggests that a brand's SOV should exceed its market share to grow that market share over time — if your SOV consistently trails your market share, it may signal under-investment in visibility relative to competitors.
Yes — switch to 'list competitors individually' to enter each competitor's metric separately instead of one combined market total. This also shows each competitor's own share of voice, not just your brand's.