An advertiser's share of total advertising in its category, measured in spend, impressions, or GRPs. The long-standing finding is that brands whose share of voice exceeds their market share tend to grow, and those below it tend to shrink. In paid search the equivalent is Impression Share.
Related terms
Used in The Signal
Cite this entry:
Agency Echelon. "Share of Voice." Agency Echelon Reference, reviewed September 2026. https://agencyechelon.com/reference/glossary/share-of-voice/