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Share of voice
Track your share of category attention against your market share each quarter.
MarketingHow it's worked out
- SOV = your mentions ÷ category mentions. ESOV = SOV − market share
- Same channels and period for all brands
NoteResearch by Binet and Field links positive excess share of voice with market share growth over time. It is a long-run tendency, not a forecast.
Source: Binet and Field, IPA (The Long and the Short of It)
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