Share of Voice Calculator
Find your brand's share of voice in the market.
Impressions, spend, mentions, etc.
Results update as you type.
How it works
Share of voice, or SOV, measures how much of the total market attention your brand captures compared with all competitors, and this calculator finds it as a percentage. You enter your brand's metric and the total for the market, using the same unit for both, and it returns your share. The metric can be almost anything that represents presence: advertising impressions, ad spend, social media mentions, organic search visibility, or press coverage, as long as you apply it consistently to your brand and the whole market. Share of voice matters because marketing research consistently links a brand's share of voice to its share of market: brands that command a larger slice of the conversation than their current market share tend to grow, while those with a smaller share tend to shrink. This makes SOV a leading indicator of future market position, not just a snapshot of the present. Marketers use it to benchmark against competitors, justify advertising budgets, set targets, and spot opportunities where a category is under-served. Track it over time and by channel to see where your brand is winning or losing the battle for attention. Enter your brand's metric and the total market metric to compute your share of voice.
SOV = your brand metric / total market metric × 100
Share of voice divides your brand's measure of presence, such as ad impressions, ad spend, mentions, or search volume, by the total for the whole market or category, then multiplies by 100. It expresses how much of the total conversation, advertising, or visibility your brand commands relative to all competitors combined.
Source:Marketing analytics
We review all our tools from time to time to ensure accuracy.
Worked example
How to use this calculator
- 1
Enter your values
Enter your brand's metric and total market metric.
- 2
Adjust the options
Fine-tune any options to match your situation.
- 3
Read your result
Share of voice updates instantly as you type — no button to press.
Frequently asked questions
What is share of voice?
Share of voice is the percentage of total market presence your brand holds compared with all competitors, measured through a metric like ad impressions, spend, mentions, or search visibility. It shows how much of the conversation or advertising in your category your brand commands, serving as a benchmark of relative visibility against the whole market.
How do you calculate share of voice?
Divide your brand's chosen metric by the total for the entire market, then multiply by 100. For example, three hundred of your impressions out of fifteen hundred total gives a twenty percent share of voice. Use the same metric and time frame for your brand and the market so the comparison is valid, which this calculator handles.
What metrics can measure share of voice?
Common choices include advertising impressions or spend, social media mentions, branded search volume, website traffic, and press or media coverage. The right metric depends on your channel and goal. Whichever you pick, apply it identically to your brand and to the total market so your share reflects a true like-for-like comparison.
Why does share of voice matter?
Research links share of voice to share of market: brands whose share of voice exceeds their market share tend to grow, while those below tend to decline. This makes SOV a forward-looking indicator of market momentum, helping marketers judge whether their level of investment is enough to gain ground against competitors over time.
What is excess share of voice?
Excess share of voice is the gap between your share of voice and your share of market. A positive gap, where your voice exceeds your market share, is associated with future growth, while a negative gap suggests decline. Tracking excess share of voice helps set advertising budgets aimed at growing rather than merely defending market position.