February 15, 2017, posted by Kevin Smith
Ad Math: How To Calculate Share of Voice
Share of Voice measures the percentage of media spending by a company compared to total media expenditure for the product, service, or category in the market.
You calculate Share of Voice by taking your advertising spend and dividing it by the total of all market advertising spend for the same type of product or category.
So why does that number matter? Well, a high share of voice can lead to increased awareness which should ultimately lead to an increase in sales and overall market share.
Keep in mind though that it’s not just enough to throw money at your audience to increase your share of voice. What your saying in your marketing is still crucial. After all, it isn’t exactly useful to have the highest share of voice if your message doesn’t appeal to your target customer.
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