share of voice
The proportion of total category attention, mentions or advertising spend that a brand holds compared with competitors.
Definition
Share of voice compares how visible a brand is relative to others in its market. It can be measured by media mentions, advertising investment, search visibility or social conversation, so always state which one is used. It is often used to judge whether a brand is being heard, and sometimes as a planning guide for spend. The figure depends on how competitors are defined and which sources are included, so treat it as an indicator rather than a precise truth. Choose one definition and keep it stable over time, otherwise changes in the number may reflect changes in method rather than in visibility.
In a sentence
The brand's share of voice in trade press rose after the launch.
Define which competitors are included before comparing share of voice.
