Share of voice
A brand's portion of the conversation in its category, compared with its competitors.
Also called: SOV
Formula
Share of voice = brand mentions ÷ mentions of the brand and its competitors × 100
Share of voice measures visibility relative to rivals: in press coverage, social mentions or paid impressions. If a bank got 120 media mentions in a quarter and four competitors got 480 between them, its share of voice is 20%.
It is only meaningful when the set of competitors and sources stays the same across periods. Decide the list once, keep it, and weight by tone or outlet tier if the client cares more about where it was mentioned than how often.