Share of Voice (SOV)

Definition:

Is the measure (% share) of audience received by an advertiser or category, out of the total audience available over a defined period and expressed as a percentage.  SOV can be calculated based on a defined set of advertisers e.g., your competitor set (category) or all advertisers.  Calculation =  advertiser audience (20 ratings) / total competitor set audience (200 ratings) x 100 = 20% SOV for the advertiser versus the competitor set.

Television - SOV is calculated based on TARPS

Radio - SOV is calculated based on audience thousands

Digital - SOV is calcuated based on the number of impressions (compared to the number of impressions available)

Sponsorships - SOV is calculated based on audience for traditional channels OR the number of ad formats available (Digital)