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What is Share of Voice (SOV)?

Share of Voice shows the percentage of total media spending your campaign has within a product, service, or market category.

Share of voice measures the percentage of media spend compared to the total media expenditure for the product, service, or category in the market. 

How to Calculate SOV:
Divide your campaign’s proposed impressions by the minimum total impressions available in the market, then multiply by 100.

Since impressions relate to your spend, higher spending usually means a higher Share of Voice percentage.