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Share of Voice Calculator

Enter your brand's metric and the total market metric to find the share of voice.

Result

25.00%
75.00%
250,000

How it is calculated

Share of voice is your slice of the whole: SOV = brand metric ÷ total market metric × 100. The tool also shows the share held by everyone else, 100 − SOV. The metric can be impressions, ad spend, mentions or any count, as long as both numbers measure the same thing over the same period and in the same unit.

The market figure must be the total of the category including your own brand, not the competitors' total alone. For that reason the tool refuses a brand figure larger than the market figure, and a market figure of zero or less gives no result. The brand figure can be zero. The brand number is echoed as a whole number, so decimals you type are rounded in that echo only, while the percentages use the exact values and are shown with two decimals.

Worked example

Your brand bought 250,000 ad impressions in a month, while all brands in the category together delivered 1,000,000. SOV = 250,000 ÷ 1,000,000 × 100 = 25.00%. Competitors' share = 100 − 25.00 = 75.00%. If a rival's 750,000 impressions are the only others in the category, then 250,000 + 750,000 = 1,000,000, which is why the market total has to include your brand.

Try this example →

Common mistakes

  • Entering the competitors' total as the market figure. If rivals have 750,000 and you have 250,000, the market is 1,000,000, not 750,000; using 750,000 gives 33.33% instead of 25.00%.
  • Mixing metrics, such as your impressions against the market's ad spend. Both inputs must measure the same thing, for the same period.
  • Comparing your spend share with a different category definition each time. If competitors are added or removed from the market total, the percentage moves even though nothing changed for your brand.
  • Treating share of voice as share of market. It measures visibility or spend, not sales, so a high SOV does not mean a high market share.
  • Entering a brand number larger than the market total. The tool returns no result for this, because a share cannot exceed 100%.

About this calculator

Share of voice (SOV) measures a brand’s presence in the market relative to its competitors, expressed as a percentage: SOV = your brand’s metric ÷ total market metric × 100. The underlying metric can be ad impressions, media spend, search visibility, or social mentions, depending on what the analysis is trying to capture.

Marketing and PR teams track share of voice as a leading indicator of share of market — the theory, backed by long-running research from firms like Nielsen and the IPA, is that brands whose share of voice consistently exceeds their share of market tend to grow market share over time. Media planners use it to benchmark campaign spend and visibility against competitors in the same category.

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