Share of Voice (SOV) measures your brand’s visibility compared to competitors in a specific channel.
Calculate it by dividing your brand’s metrics by total market metrics, then multiply by 100.
For example: (Your Brand Mentions ÷ Total Market Mentions) × 100 = SOV percentage. A brand with 150 mentions in a market with 1,000 total mentions has 15% SOV.
Tools for Measuring SOV Across Channels
Different platforms require different measurement approaches:
- Social Media SOV: Brandwatch and Sprout Social track brand mentions across social platforms. Mention monitors conversations and calculates your share of industry discussions.
- Paid Search SOV: Google Ads reports impression share directly. Semrush and Ahrefs analyze competitor ad visibility and bid strategies.
- Organic Search SOV: Semrush tracks keyword rankings and visibility scores. Ahrefs measures organic traffic share by keyword. thruuu analyzes SERP positions across 100 results and tracks brand mentions in AI Overviews. Moz provides domain authority and ranking metrics.
The formula stays consistent across channels: identify your metric (mentions, impressions, rankings), gather competitor data for the same metric, then calculate your percentage of the total. Choose metrics that align with your goals—social mentions for brand awareness, ad impressions for paid visibility, or keyword rankings for organic search presence.
Regular SOV tracking reveals whether you’re gaining or losing ground against competitors in your target markets.
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