What is share of voice (SOV) in advertising?
The two meanings of share of voice, how to calculate it, and how publishers sell placements by share of voice.
Written by Samhub with the help of AI·Updated 13 Oct 2026·3 min readShare of voice (SOV) is a brand’s share of all advertising in its market. In publisher sales, it also means an advertiser’s share of the impressions in a placement or section.
How to calculate share of voice
SOV = your impressions ÷ all impressions × 100
Example: 250,000 ÷ 1,000,000 × 100 = 25% SOV
Illustrative numbers.
Two meanings
| Context | Means |
|---|---|
| Market | A brand’s share of all ads in its category |
| Publisher | An advertiser’s share of a placement, such as the front page |
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Selling share of voice
Publishers sell SOV for high-visibility placements and sponsorships, such as 50% of the front-page top banner for a week. Show how many people the share reaches, not just the percentage.
More ad sales with data at Stampen Media, using Samhub.
Frequently asked questions
For brands, many aim for SOV above their market share to grow. For placements, it depends on the goal.
No. SOV is a share of impressions. Reach is how many people saw the ads.
Yes, for example 100% of a section for one audience.
Related terms
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