Share of Voice (SOV)
How much of the total conversation in your category belongs to your brand versus your competitors.
…We benchmark share of voice against your top three competitors so progress is measured relative to the market, not in isolation.…
What it means
Share of voice (SOV) is the proportion of industry or category conversation — whether media mentions, social conversation, or ad presence — owned by a single brand compared to its competitors.
A brand with 30% SOV in its category is dominating roughly a third of the conversation; tracked over time, SOV shows whether a brand is gaining or losing ground independent of its own raw growth numbers.
Contextualizes growth
Growing 10% means less if competitors are growing 30% — SOV shows relative position.
Flags competitive threats
A shrinking share often signals a competitor gaining ground before revenue shows it.
Guides where to invest
Categories where SOV lags the most are often the clearest opportunity for new spend.
DNA's Take: We track share of voice alongside a client's own metrics so growth is always read in context of the competitive landscape, not as a number floating on its own.
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