Glossary/Measurement & Attribution/Share of Voice (SOV)
Measurement & Attribution
Share of Voice (SOV)
A brand's share of total advertising or conversation in its category.
By Brandon Mina·CEO, BrandPilot AI·Updated November 2026
Short answer
Share of voice (SOV) is a brand's share of total advertising or conversation in its category, compared with competitors. It can be measured by ad spend, impressions, search visibility or social mentions. Brands often track SOV against share of market, since sustained excess share of voice is associated with growth.