A generation of marketers has been raised on the knowledge that excess share of voice (ESOV) – that is, when a brand’s share of category advertising is above its market share – is vital to driving long-term growth.
But a new report, entitled To ESOV and Beyond, aims to establish a deeper insight into this concept, and recommends engaging with a new slate of attention metrics that can weight media and creative choices so they more closely reflect performance levels in reality.
The study is the latest in a seriesof analyses based on the...