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 percentage of the total sales of a specified class of products that is held by or attributed to a particular brand at a given time (Sissors & Barron, 2002, p. 427).


Market research supports the following premise: "All things being equal, a brand whose share of voice...

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