What is Share of Voice?

Share of voice (SOV) shows how often your brand appears in media or advertising compared to competitors. It helps measure visibility in the market.

Synonyms:

• SOV
• Media share
• Brand presence in media

Why does share of voice matter?

Share of voice tracks how frequently your brand is mentioned in earned media, paid placements, or social channels relative to others in your space. It’s not just a count—it reveals how visible you are in the market and where others may be gaining ground.

INK’s role

INK uses share of voice analysis to highlight visibility gaps, shape positioning, and align PR and marketing efforts. It helps leaders make informed decisions about where to invest for stronger awareness and competitive advantage.

Challenges

• Comparing SOV across channels with different weights
• Selecting the right competitor set for benchmarking
• Linking SOV gains to measurable business results