What data should I use for share of voice?

Any comparable volume metric works: paid impressions (from Google Ads or Meta Ads reports), social media mentions (from a listening tool like Brandwatch or Mention), organic clicks (from Search Console and competitor tools), or PR media mentions. The key is that all values use the same metric type.

How is share of voice calculated?

SOV = (Your brand's impressions / Total impressions across all brands) × 100. For example, if your brand has 40,000 impressions and the combined total is 200,000, your SOV is 20%.

Why does share of voice matter?

Research (Les Binet / IPA) shows that brands with SOV above their market share (excess SOV) tend to grow, while brands with SOV below market share tend to shrink. Tracking SOV helps you set media budgets to at least match — ideally exceed — your market share.

How many competitors can I add?

Up to 9 competitors (10 rows total including your brand). For most competitive analyses, 3–6 brands cover the meaningful players in a category.

Can I export the results?

Use the "Copy Results" button to copy a plain-text summary of all brands and their SOV percentages to your clipboard, ready to paste into a spreadsheet or report.

Share of Voice Calculator

Name: Share of Voice Calculator
Availability: InStock
Author: Nham Vu

Enter impression or mention counts for your brand and up to 9 competitors to instantly see each player's share of voice as a percentage with a visual breakdown.

Brands & Impression Counts

Brand / source Impressions / mentions

Summary

Enter impression or mention counts for your brand and up to 9 competitors to instantly see each player's share of voice as a percentage with a visual breakdown.

How it works

Enter your brand name and impression or mention count in the first row.
Add each competitor's name and count in the rows below.
Click "Calculate" or press Enter — the tool sums all counts and divides each by the total.
Each brand's SOV percentage appears next to its row and in the breakdown bar chart.
Edit any value and recalculate to run what-if scenarios.

Use cases

Benchmark paid search impression share against direct competitors.
Measure social media mention volume across brands in a category.
Track PR coverage share after a product launch.
Present competitive landscape data in a marketing review.
Model how budget changes would shift your share of voice.
Compare organic search click share across branded keywords.

Frequently Asked Questions

Last updated: 2026-07-01 · Reviewed by Nham Vu