Calculate your brand's Share of Voice to understand your visibility against competitors.
Your Brand's Share of Voice:
–%
Understanding Share of Voice (SOV)
Share of Voice (SOV) is a marketing metric that measures your brand's visibility or presence within a specific market or advertising channel compared to your competitors. It's a key indicator of brand awareness and competitive positioning. A higher SOV generally suggests a stronger market presence and potentially greater influence.
How is Share of Voice Calculated?
The calculation of Share of Voice depends on the context and the metrics you're tracking. A common and straightforward method, especially for digital marketing or PR, involves measuring mentions or impressions:
Mentions: This can refer to social media mentions, brand mentions in articles, press releases, or any other form of direct reference to your brand.
Impressions: This typically refers to the number of times your content or advertisements were displayed to users.
The formula for calculating Share of Voice based on mentions or impressions is:
Your Brand's Mentions/Impressions: The total number of times your brand was mentioned or its content was seen.
Total Market Mentions/Impressions: The sum of your brand's mentions/impressions plus those of all your key competitors within the same period and channel.
Example Calculation
Let's say over a month, you track the following:
Your Brand's Mentions: 50,000
Competitor 1 Mentions: 30,000
Competitor 2 Mentions: 20,000
Competitor 3 Mentions: 15,000
First, calculate the Total Market Mentions:
Total Market Mentions = 50,000 (Yours) + 30,000 (Comp 1) + 20,000 (Comp 2) + 15,000 (Comp 3) = 115,000
Now, calculate your brand's Share of Voice:
Your SOV = (50,000 / 115,000) * 100 ≈ 43.48%
In this scenario, your brand holds approximately 43.48% of the total voice (mentions) in the market you're analyzing.
Why is SOV Important?
Competitive Analysis: It helps you benchmark your marketing performance against competitors.
Brand Awareness: A higher SOV often correlates with greater brand awareness among your target audience.
Market Strategy: Understanding your SOV can inform strategic decisions regarding marketing spend, content creation, and channel focus.
Campaign Effectiveness: Tracking SOV over time can indicate the success of marketing campaigns in increasing brand visibility.
It's crucial to define the scope of your SOV calculation consistently—whether it's across all digital channels, specific social media platforms, or a particular industry publication.
function calculateSOV() {
var brandMentions = parseFloat(document.getElementById("brandMentions").value);
var competitor1Mentions = parseFloat(document.getElementById("competitor1Mentions").value);
var competitor2Mentions = parseFloat(document.getElementById("competitor2Mentions").value);
var competitor3Mentions = parseFloat(document.getElementById("competitor3Mentions").value);
var resultDiv = document.getElementById("sovoResult");
// Input validation
if (isNaN(brandMentions) || isNaN(competitor1Mentions) || isNaN(competitor2Mentions) || isNaN(competitor3Mentions)) {
resultDiv.innerHTML = "Invalid Input";
resultDiv.style.color = "red";
return;
}
if (brandMentions < 0 || competitor1Mentions < 0 || competitor2Mentions < 0 || competitor3Mentions < 0) {
resultDiv.innerHTML = "Values cannot be negative";
resultDiv.style.color = "red";
return;
}
var totalMentions = brandMentions + competitor1Mentions + competitor2Mentions + competitor3Mentions;
if (totalMentions === 0) {
resultDiv.innerHTML = "0.00%";
resultDiv.style.color = "#28a745";
return;
}
var shareOfVoice = (brandMentions / totalMentions) * 100;
resultDiv.innerHTML = shareOfVoice.toFixed(2) + "%";
resultDiv.style.color = "#28a745"; // Success Green
}