Share of voice equals your advertising (spend, impressions, or GRPs) divided by total advertising in the category, including yours. If you spend $2 million in a category that spends $10 million, your share of voice is 20 percent. Compare it to market share: brands with SOV above their share tend to grow.
What moves it
Category spend comes from competitive intelligence services such as Vivvix, Pathmatics, or MediaRadar, and is an estimate. In paid search, impression share is the equivalent, reported directly by Google.
Cite this page:
Agency Echelon. "How do you calculate share of voice?" Agency Echelon Reference, reviewed September 2026. https://agencyechelon.com/reference/questions/how-to-calculate-share-of-voice/