Glossary/Strategy & Frameworks/Excess Share of Voice (ESOV)
Strategy & Frameworks
Excess Share of Voice (ESOV)
Share of voice minus share of market; John Philip Jones showed in 1990 that brands with positive ESOV tend to grow share.
By Brandon Mina·CEO, BrandPilot AI·Updated November 2026
Short answer
Excess share of voice (ESOV) is share of voice minus share of market. John Philip Jones showed in 1990 that brands with positive ESOV tend to grow market share, while those with negative ESOV tend to lose it. Marketers use the concept to set advertising budgets relative to competitors and growth ambitions.