Share of voice (SoV)

Share of voice (SoV) is the portion of advertising presence one brand holds compared with everything else in the same space. It answers a simple question: of all the advertising a person could see here, how much is yours?

On a digital screen, share of voice is concrete: screens play ads in a repeating loop, and your share is your slice of that loop. If the loop lasts 60 seconds and your ad plays for 10 of them, your share of voice on that screen is one sixth.

A higher share of voice means people see your message more often in the same place. Repetition is what builds memory, so share of voice is one of the first numbers to check when comparing out-of-home offers.