Your share of advertising investment (or visibility) in your market, compared to competitors.
Share of Voice measures your relative advertising weight: if your category invests €10M and you invest €1M, your SOV is 10%. Marketing research (notably Binet & Field) shows a brand whose SOV exceeds its market share tends to gain share.
It's the strategic indicator linking media investment and long-term growth. A scale-up aiming to take market share must accept a period of voice over-investment (positive eSOV).
"We benchmark your category's investments (ad monitoring data) to calibrate the budget needed for your market share goals — and spot the windows where competitors leave the voice free."
Let's conduct an audit of your metrics together to identify your true growth levers.
