Share of voice

Your slice of the category's total noise: how much of the conversation is yours. Over time, share of voice forecasts share of market.

Share of voice measures presence against the whole category's volume: of everything said, shown and spent in this arena, what fraction is you? The old planning rule, that brands whose voice share exceeds their market share tend to grow, has survived decades of re-testing, which is rare for advertising arithmetic.

For small studios the metric liberates rather than depresses: total share is out of reach, but share within a niche is winnable, be most of the conversation somewhere specific. Voice is also not only spend: a distinctive body of work, quotable writing and earned coverage all count. Loud is one strategy; unmistakable is the affordable one.