What is share of voice?
Share of voice is the percentage of total advertising or attention in a market that your brand holds. In advertising, it's your ad spend or impressions divided by the total for all competitors, multiplied by 100.
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How to calculate share of voice
Divide your ad spend by the total ad spend in your market, then multiply by 100.
Percentages in this equation use numeric percent values: 40 means 40%.
Why share of voice matters
It shows how visible you are compared with your competitors. Brands whose share of voice is higher than their market share may be positioned to grow, and the reverse can signal a risk.
Share of voice is a way to understand competition, not just your own results.
Different ways to measure it
Besides ad spend, you can measure impressions, search impressions, social mentions, or share of media coverage. Each one answers a different question.
Competitor spend is usually estimated, so treat the result as an approximation. Use the same method each time to see trends.
Share of voice versus market share
Market share is your portion of sales. Share of voice is your portion of attention. Comparing the two can show whether your visibility matches your commercial weight.
Disclaimer
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Common questions
How do you calculate share of voice?
Divide your ad spend by the total ad spend in your market and multiply by 100. For example, $20,000 of a $100,000 market is a 20% share of voice.
What is a good share of voice?
It depends on your market and goals. Many brands compare it with their market share to see whether their visibility is in line with, or behind, their sales position.
Can share of voice be measured outside advertising?
Yes. It's also used for search visibility, social media conversation, and press coverage. AI share of voice applies the idea to how often AI answers mention a brand.
Where do you get competitor data?
Ad intelligence tools, search visibility tools, and platform auction insights can estimate it. All are approximations, so use them to compare trends.
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