Share of Voice Calculator (SOV)

Calculate brand or candidate media share of voice, evaluate market visibility and competitive landscape.

Suitable For：PR、Campaign｜Metric Type：Brand
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Result: Waiting for input
Please enter values above and click the "Calculate" button. Results will be displayed here.

How to Use This Share of Voice Calculator

Using this SOV calculator is simple, just three steps:

  1. Enter Your Data:Fill in brand or candidate name and media mentions during specific period
  2. Enter Competitor Data:Fill in at least one competitor's name and mentions (up to three competitors)

What is Share of Voice (SOV)?

SOV is "Share of Voice," a core metric for PR and campaign monitoring, measuring brand or candidate's proportion in media discussions. Higher SOV means higher market visibility and stronger topic relevance. SOV applies to news coverage, social discussions, search trends and various media data, an important tool for evaluating PR effectiveness and competitive landscape.

SOV Calculation Formula

Basic Formula

SOV = (Your Mentions ÷ Total Mentions) × 100%

Candidate SOV = (Candidate Mentions ÷ All Candidates Total Mentions) × 100%

Example: Your mentions 150, Competitor A 120, Competitor B 80 Total Mentions = 150 + 120 + 80 = 350 SOV = (150 ÷ 350) × 100% = 42.9%

Why Calculate SOV?

Understanding SOV is critical for PR and campaign strategy. Through SOV analysis, you can:

  • Evaluate Market Position:Understand your visibility and topic share in market, determine if you're market leader
  • Monitor Competitive Landscape:Track competitors' voice changes, identify competitive threats or opportunities early
  • Evaluate PR Effectiveness:Assess whether PR activities, press releases, press conferences successfully increased media voice
  • Predict Elections:In elections, SOV usually correlates with support levels, can supplement polling data
  • Optimize Strategy:Based on SOV data, adjust PR investment, issue setting, media strategy
  • Budget Allocation Basis:Determine PR and advertising budget allocation strategy based on voice share

SOV Application Scenarios

SOV calculator widely applies to these scenarios:

  • Election Voice Monitoring:Track candidate share of voice and ranking in news coverage, social discussions
  • Brand Monitoring:Compare your brand vs. competitors' voice share in media coverage, social mentions
  • Crisis PR:Monitor negative news voice share, evaluate crisis management effectiveness
  • Product Launch:Track media voice after new product launch, compare with competitor launches
  • Issue Setting:Evaluate specific issues' (policies, social issues) share in media discussions
  • Crisis Management:Monitor negative news share, evaluate crisis PR effectiveness
  • Industry Trend Analysis:Track industry keyword media discussion trends

SOV Related Terms

Mentions
Number of times brand or candidate mentioned in media during specific period, including news coverage, social posts, forum discussions.
Voice
Number of times brand or issue discussed or mentioned in media, social, search engines.
Media Monitoring
Systematically tracking and recording brand exposure and discussions across media channels.
SOS (Share of Search)
Search share, brand-related search volume as proportion of industry total searches, can predict market share.
Sentiment Analysis
Analyzing emotional tone of media mentions (positive, neutral, negative), helps assess voice quality alongside SOV.
Earned Media
Free coverage obtained through PR efforts, versus paid advertising. SOV primarily measures earned media.

Frequently Asked Questions

Q: What is a good SOV?

A: Good SOV depends on market competition and your positioning. In two-candidate race, aim for 50%+ SOV; in multi-candidate races, leaders typically have 35-50% SOV. In brand markets, market leaders typically have 30-40% SOV. Key is tracking SOV trends: rising indicates effective strategy, falling requires adjustment.

Q: Does high SOV guarantee winning?

A: Not necessarily. High SOV means high topic relevance and exposure, but doesn't guarantee positive sentiment. Should combine with sentiment analysis (positive/negative ratio) and actual support levels (polls, sales) for comprehensive assessment. Additionally, pre-election SOV typically has stronger predictive power than off-season.

Q: How to increase SOV?

A: Methods to increase SOV include: (1) Increase press release frequency (2) Hold press conferences, product launches and media events (3) Create topical issues or controversy (assess carefully) (4) Collaborate with opinion leaders, influencers (5) Actively engage on social platforms (6) Respond to current events, maintain newsworthiness.

Q: Are this calculator's results accurate?

A: This calculator uses standard SOV calculation formula, results are accurate. However in actual application, recommend using professional media monitoring tools (like Brandwatch, Opview, QuickseeK) to count mentions for data completeness. Additionally, should regularly track SOV changes (weekly, monthly), observe trends rather than single data points.