What is my share of voice?
Enter your brand's mentions, impressions, clicks or ad spend for a period, and the same figure for each competitor. The calculator gives your share of voice, the competitors' share, the largest competitor's share and your rank.
- Share of voice
- 30%
Your brand has a 30% share of voice, rank 2 of 4, out of a total of 1,500.
- Total for the market
- 1,500
- Competitors’ share
- 70%
- Largest competitor’s share
- 40%
- Your rank
- 2 of 4
Share of voice: 30%. Your brand has a 30% share of voice, rank 2 of 4, out of a total of 1,500.
The results are estimates for information only. They are not financial, tax, or legal advice. Check the numbers with your lender or a qualified professional before you decide. Terms of use
How to calculate
Computes share of voice (SOV): your brand’s mentions, impressions, clicks or ad spend as a percent of the total for your brand and its competitors, with the largest competitor’s share and your rank.
Example with the default inputs (Your brand 450, Competitors [600, 300, 150]): Your brand has a 30% share of voice, rank 2 of 4, out of a total of 1,500.
Method: Share of voice = your brand ÷ (your brand + every competitor) × 100; competitors’ share = 100 − share of voice; largest competitor’s share = its figure ÷ the total × 100.
- Every figure uses the same measure (mentions, impressions, clicks or ad spend), the same channels and the same period.
- The total market is your brand plus the competitors you enter; brands you leave out do not count.
- Arithmetic is exact on the typed decimals; the shares show to 2 decimals.
Worked examples
Each example is checked against the calculator on every build.
- Your brand 450, Competitors 600, 300, 150 gives Share of voice 30%, Total for the market 1,500, Competitors’ share 70%, Largest competitor’s share 40%, Your rank 2 of 4.Source: HubSpot, "The Beginner’s Guide to Share of Voice" (divide your brand’s measures by the total market measures). https://blog.hubspot.com/marketing/share-of-voice
- Your brand 2,800, Competitors 4,200 gives Share of voice 40%, Total for the market 7,000, Your rank 2 of 2.Source: HubSpot, "The Beginner’s Guide to Share of Voice" (divide your brand’s measures by the total market measures). https://blog.hubspot.com/marketing/share-of-voice
- Your brand 1,250.5, Competitors 2,000.25, 749.25 gives Share of voice 31.2625%, Total for the market 4,000, Largest competitor’s share 50.00625%, Your rank 2 of 3.Source: HubSpot, "The Beginner’s Guide to Share of Voice" (divide your brand’s measures by the total market measures). https://blog.hubspot.com/marketing/share-of-voice
- Your brand 100, Competitors 100, 50 gives Share of voice 40%, Largest competitor’s share 40%, Your rank 1 of 3.Source: HubSpot, "The Beginner’s Guide to Share of Voice" (divide your brand’s measures by the total market measures). https://blog.hubspot.com/marketing/share-of-voice
How it works
With your brand's figure B (mentions, impressions, clicks or ad spend) and the same figure for each competitor C₁, C₂, …:
- Total for the market T = B + C₁ + C₂ + …
- Share of voice = B ÷ T × 100
- Competitors' share = (T − B) ÷ T × 100, which is 100 − share of voice
- Largest competitor's share = the largest C ÷ T × 100
- Your rank = 1 + the number of competitors with a larger figure than yours, out of all the brands. Brands with equal figures share a place.
Rules:
- Your figure and each competitor's figure are 0 to 1 trillion, and the total must be more than 0. Enter 1 to 100 competitors.
- A result too large or too small to show as a number gives no answer.
- The arithmetic is exact on the decimals you type. The shares and the total show to 2 decimals.
Assumptions
- Every figure uses the same measure, the same channels and the same period.
- The market is your brand plus the competitors you enter. A brand you leave out does not count in the total.
Worked examples by hand
Mentions of four brands. Your brand has 450 mentions in a month; three competitors have 600, 300 and 150. T = 450 + 600 + 300 + 150 = 1,500. Share of voice = 450 ÷ 1,500 × 100 = 30%, competitors' share 70%, and the largest competitor has 600 ÷ 1,500 × 100 = 40%. One competitor is larger, so your rank is 2 of 4.
All competitors as one total. 2,800 of your mentions against 4,200 for the rest of the market: T = 7,000 and the share of voice is 2,800 ÷ 7,000 × 100 = 40%.
Ad spend. You spent $1,250.50; two competitors spent $2,000.25 and $749.25. T = 4,000, share of voice = 1,250.50 ÷ 4,000 × 100 = 31.2625, shown as 31.26%. The largest competitor has 2,000.25 ÷ 4,000 × 100 = 50.00625, shown as 50.01%.
A tie. You and one competitor each have 100 mentions, and another has 50. T = 250, so you each have 100 ÷ 250 × 100 = 40%, and you share first place: 1 of 3.
Other questions people ask
What is share of voice?
Share of voice (SOV) is how much of the conversation or advertising in a market belongs to your brand, compared with your competitors. It is written as a percent of the total for every brand.
How do I calculate share of voice?
Divide your brand's figure by the total for your brand and every competitor, then multiply by 100. 450 mentions out of 1,500 for all brands is 450 ÷ 1,500 × 100 = 30%.
What can I measure share of voice with?
Any figure you can count for every brand in the same way: social media mentions, ad impressions, paid clicks, search visits, or ad spend. Use the same measure, channels and period for every brand, or the shares will not compare.
Do I enter each competitor or one total?
Either works for the share of voice. Enter each competitor on its own to also see the largest competitor's share and your rank; enter one number for all of them to see only your share.
What is impression share in Google Ads?
Google Ads reports impression share: the impressions your ads got divided by the impressions they were eligible to get. It is a share of voice for your own ads, measured against the auctions you could have won rather than against named competitors.
What is a good share of voice?
There is no single target, because it depends on how many brands share the market. Track your share over time and compare it with your market share: a share of voice above your market share means your brand gets more of the attention than of the sales.