# What is my share of voice?

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.

- Page: https://www.acalculator.org/finance/share-of-voice-calculator
- JSON spec: https://www.acalculator.org/finance/share-of-voice-calculator.json
- Version: a6640198155f

## Default answer

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.

## Inputs

| Key | Label | Description |
| --- | --- | --- |
| brand | Your brand | Your brand’s mentions, impressions, clicks or ad spend in the period. |
| competitors | Competitors | The same measure for each competitor, in the same period, separated by commas, spaces or new lines. |

## Outputs

| Key | Label | Description |
| --- | --- | --- |
| sov | Share of voice | Your brand ÷ the total for every brand × 100. |
| total | Total for the market | Your brand plus every competitor. |
| others | Competitors’ share | Every competitor together ÷ the total × 100. |
| top | Largest competitor’s share | The competitor with the largest figure ÷ the total × 100. |
| rank | Your rank | Your place among the brands, largest first; brands with equal figures share a place. |

## 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.

## Assumptions

- 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

1. brand = 450, competitors = 600 or 300 gives sov = 30%, total = 1,500, others = 70%, top = 40%, 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.
2. brand = 2,800, competitors = 4,200 or undefined gives sov = 40%, total = 7,000, 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.
3. brand = 1,250.5, competitors = 2,000.25 or 749.25 gives sov = 31.2625%, total = 4,000, top = 50.00625%, 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.
4. brand = 100, competitors = 100 or 50 gives sov = 40%, top = 40%, 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.

## FAQ

### 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.

## Sources

- HubSpot, "The Beginner's Guide to Share of Voice": to calculate share of voice, divide your brand's measures by the total market measures. https://blog.hubspot.com/marketing/share-of-voice (retrieved 2026-10-18)
- Google Ads Help, "About impression share": impression share = impressions ÷ total eligible impressions. https://support.google.com/google-ads/answer/2497703 (retrieved 2026-10-18)