The Feldwick Factor: The relationship between share of voice and share of market

IPA director-general Hamish Pringle asks: Les Binet and Peter Field have shown how fundamental is the relationship between share of voice and share of market.

The Feldwick Factor: The relationship between share of voice and share of market

Paul Feldwick

Les Binet and Peter Field have shown how fundamental is the relationship between share of voice and share of market. But why is it the case?

Hamish Pringle, director-general, IPA

Binet and Field, in their analysis of several hundred IPA effectiveness Papers, found new evidence for some general principles already described by John Philip Jones, Stephan Buck, Simon Broadbent and others.

Share of voice (SOV) tends to correlate with share of market (SOM), which in itself is not hard to explain, as bigger brands...

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