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Share of voice. vs share of market.
The excess-SOV metric Binet & Field built — predicts share growth better than any other marketing input.
Visibility (clicks, mentions, impressions)
SOV breakdown
Your SOV
13.8%
of tracked category
Excess SOV
+5.8 pts
vs share of market
Benchmark
Gaining share
Excess SOV +5.8 pts → ~+0.29 pts of share / year.
How it works.
Excess SOV is the half-life metric for share growth. Positive ESOV compounds slowly into market share gains; negative ESOV predicts erosion 12-24 months out.
FAQ.
What is share of voice (SOV)?+
Your visibility in a category as a percentage of total category visibility. Originally a TV/print ad metric; now applied to organic search, paid search, social mentions, PR coverage.
What's a healthy share of voice?+
Track SOV vs share of market (SOM). If SOV > SOM, you'll gain market share over time. If SOV < SOM, expect erosion. Excess SOV (ESOV) is the predictive metric.
How do I calculate SOV?+
Your visibility ÷ (your + all tracked competitors). Pick one channel at a time (organic clicks, paid impressions, social mentions) — blending them produces a number nobody can act on.
How does SOV translate to revenue?+
Binet & Field research: 10 percentage points of excess SOV typically translates to ~0.5pts of market share growth annually. The conversion is slow but compounding.
Should I include unbranded keywords only?+
Yes, for fairness. Brand SOV measures how known you are, not your competitive visibility. Most teams track unbranded SOV for competitive intelligence.