Share of voice
Also known as: SOV
In short
A measure of a brand’s visibility relative to a defined set of opportunities or competing visibility, using an explicitly chosen metric and scope.
Define the visibility you are comparing
Share of voice needs a measurement context. An advertising report, media mention study and monitored AI response set can use different units. Their percentages are not interchangeable simply because each is labeled a share.
Microsoft Advertising’s share of voice reporting includes impression share. In Google Ads, impression share compares impressions received with estimated eligible impressions. The denominator is potential eligible delivery for that advertiser, not all advertising across the entire market.
Record the channel, geography, period and measurement method alongside the percentage. For a competitor-based study, also state which competitors and observations are included.
Illustrative calculation
Imagine a fictional search campaign receiving 8,000 impressions out of an estimated 20,000 eligible impressions during a month. Its impression share is 8,000 ÷ 20,000 × 100 = 40%.
That does not mean the advertiser owns 40% of all searches, customer attention or sales. Its targeting and eligibility define the opportunity set used in the calculation.
Do not combine incompatible shares
A change in targeting or monitored competitors can change the denominator without a comparable change in visibility. Compare like with like before drawing a trend. Treat visibility as one input to evaluation, then assess relevant outcomes separately. A larger share alone does not establish improved profitability or brand preference.