Share of Voice & Share of Market

This summary from the Advertising Research Foundation offers an overview of recent research and debate related to the topic of share of voice and share of market.

Share of Voice & Share of Market

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Share of Voice (SOV): A brand’s share of the total advertising dollars or impressions for a product or commodity classification (Sissors & Barron, 2002, p. 427).

Share of Market(SOM): The...

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