{"id":185794,"date":"2026-10-12T13:06:36","date_gmt":"2026-10-12T11:06:36","guid":{"rendered":"https:\/\/brand24.com\/blog\/?p=185794"},"modified":"2026-10-12T13:07:57","modified_gmt":"2026-10-12T11:07:57","slug":"share-of-voice-vs-share-of-market","status":"publish","type":"post","link":"https:\/\/brand24.com\/blog\/share-of-voice-vs-share-of-market\/","title":{"rendered":"Share of Voice vs. Share of Market: What\u2019s the Difference? [2026]"},"content":{"rendered":"\n<p class=\"wp-block-paragraph\">Say your brand gets 25% of the attention in your category but holds only 15% of the market. A year later, your market share may grow by\u2026 about half a point. <\/p>\n\n\n\n<p class=\"wp-block-paragraph\">At least, that\u2019s what research by Binet and Field found after analyzing 171 campaigns across major categories. Not a great deal on paper, but one that still pays off for brands that play the long game.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">In this guide, I\u2019ll break down share of voice vs. share of market, show you how to measure both, and help you read the gap between them before your competitors do.<\/p>\n\n\n<style>.acf-key-takeaways__heading{padding:22px 30px 20px;margin:0;font-weight:600 !important;display:inline-flex;align-items:center;gap:1.1875rem;border:1px solid #c3e1d2;border-bottom:none;border-top-left-radius:1.25rem;border-top-right-radius:1.25rem}@media(min-width: 768px){.acf-key-takeaways__heading{padding:22px 40px 20px;gap:1.4375rem}}.acf-key-takeaways__icon{width:1.625rem;height:1.625rem;background-color:#9cbfaf;border-radius:50%;display:flex;align-items:center;justify-content:center}.acf-key-takeaways__list{border:1px solid #c3e1d2;border-top-right-radius:1.25rem;border-bottom-right-radius:1.25rem;border-bottom-left-radius:1.25rem;margin:0;padding:0;list-style:none;overflow:hidden}.acf-key-takeaways__item{padding:28px 34px 28px 61px;background-color:#e8f4ee;margin:0;border-bottom:1px solid #c3e1d2;position:relative}@media(min-width: 768px){.acf-key-takeaways__item{padding:28px 54px 28px 81px}}.acf-key-takeaways__item::before{content:\"\";position:absolute;top:35px;left:28px;width:.75rem;height:.75rem;background-color:#9cbfaf;border-radius:50%}@media(min-width: 768px){.acf-key-takeaways__item::before{top:39px;left:40px}}.acf-key-takeaways__item:nth-child(even){background-color:#dfefe7}.acf-key-takeaways__item:last-child{border-bottom:none}.acf-key-takeaways__title{font-weight:600 !important;margin-bottom:.625rem}.acf-key-takeaways__text{font-family:\"Inter\",sans-serif;font-size:16px;line-height:26px;margin:0}@media(min-width: 768px){.acf-key-takeaways__text{font-size:18px;line-height:30px}}.single-post-content__content .acf-key-takeaways__heading{font-family:\"Inter\",sans-serif;font-size:16px;line-height:26px}@media(min-width: 768px){.single-post-content__content .acf-key-takeaways__heading{font-size:18px;line-height:30px}}.single-post-content__content .acf-key-takeaways__title{font-family:\"Inter\",sans-serif;font-size:16px;line-height:26px}@media(min-width: 768px){.single-post-content__content .acf-key-takeaways__title{font-size:18px;line-height:30px}}.single-post-content__content p.acf-key-takeaways__text{line-height:1.875rem}@media(max-width: 768px){.single-post-content__content p.acf-key-takeaways__text{font-size:1rem !important}}<\/style>    <div class=\"acf-key-takeaways\">\n        <p class=\"acf-key-takeaways__heading\">\n            <span class=\"acf-key-takeaways__icon\">\n                <svg width=\"10\" height=\"12\" viewBox=\"0 0 10 12\" fill=\"none\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\">\n                    <path d=\"M8.41177 0C8.8341 0 9.17647 0.34237 9.17647 0.764706V11.0882C9.17647 11.3821 9.00815 11.6501\n                8.74334 11.7775C8.47839 11.9049 8.16337 11.8693 7.93382 11.6857L4.58824 9.00919L1.24265 11.6857C1.01311\n                11.8693 0.698079 11.9049 0.433134 11.7775C0.168324 11.6501 0 11.3821 0 11.0882V0.764706C0 0.561893\n                0.0806248 0.367445 0.224035 0.224035C0.367445 0.0806248 0.561893 0 0.764706 0H8.41177ZM1.52941\n                9.49609L4.11029 7.43199C4.38958 7.20856 4.78689 7.20856 5.06618 7.43199L7.64706\n                9.49609V1.52941H1.52941V9.49609Z\" fill=\"black\" \/>\n                <\/svg>\n            <\/span>\n            Key takeaways        <\/p>\n        <ul class=\"acf-key-takeaways__list\">\n                            <li class=\"acf-key-takeaways__item\">\n                    <p class=\"acf-key-takeaways__title\">SOV measures visibility; SOM measures commercial position<\/p>\n                    <p class=\"acf-key-takeaways__text\">Looking at them together shows whether your brand\u2019s share of attention is keeping pace with the share of the market it already holds.<\/p>\n                <\/li>\n                            <li class=\"acf-key-takeaways__item\">\n                    <p class=\"acf-key-takeaways__title\">A positive gap between SOV and SOM can be an encouraging sign of growth<\/p>\n                    <p class=\"acf-key-takeaways__text\">This gap is called Excess Share of Voice, and research shows that, on average, a +10 pp ESOV is associated with approximately 0.5 pp of market share growth per year.<\/p>\n                <\/li>\n                            <li class=\"acf-key-takeaways__item\">\n                    <p class=\"acf-key-takeaways__title\">A high SOV isn\u2019t automatically good visibility<\/p>\n                    <p class=\"acf-key-takeaways__text\">In a comparison I ran of six major smartphone brands, Xiaomi ranked second in online SOV, with 28% of mentions and 27% of estimated reach. But 16% of its mentions were negative, compared with just 11% positive.<\/p>\n                <\/li>\n                            <li class=\"acf-key-takeaways__item\">\n                    <p class=\"acf-key-takeaways__title\">The direction of the gap matters more than a single snapshot<\/p>\n                    <p class=\"acf-key-takeaways__text\">Track SOV and SOM over time to see whether visibility is pulling ahead, keeping pace, or falling behind. Then investigate what\u2019s driving the change before deciding where to invest.<\/p>\n                <\/li>\n                    <\/ul>\n    <\/div>\n\n\n\n<h2 id=\"share-of-voice-vs-share-of-market-differences\" class=\"wp-block-heading\">Share of voice vs. share of market: key differences<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">The simplest way to separate the two is this: share of voice measures <strong>how much attention your brand gets<\/strong>, while share of market measures <strong>how much of the market your brand actually owns<\/strong>.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Share of voice is the more flexible metric. <strong>It doesn\u2019t rely on one fixed input<\/strong>: you can calculate it using brand mentions, media spend, impressions, search, or another measure of visibility, depending on what channel you\u2019re investigating.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Share of market is more straightforward. It\u2019s <strong>based on sales, revenue, or units sold<\/strong> within a defined market.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Here\u2019s the difference at a glance:<\/p>\n\n\n<style>.wp-block-table.is-style-comparison-table{text-align:left;border:1px solid #d4e5dc;border-radius:16px;overflow:hidden;overflow-x:auto}.wp-block-table.is-style-comparison-table thead{border-bottom:none}.wp-block-table.is-style-comparison-table tfoot{border-top:none}.wp-block-table.is-style-comparison-table table{width:100%;min-width:582px;margin:0;border:none;border-collapse:collapse}.wp-block-table.is-style-comparison-table th,.wp-block-table.is-style-comparison-table td{padding:14px 20px;font-size:14px;line-height:18px;border:none;border-bottom:1px solid #d4e5dc;border-right:1px solid #d4e5dc}.wp-block-table.is-style-comparison-table th:last-child,.wp-block-table.is-style-comparison-table td:last-child{border-right:none}.wp-block-table.is-style-comparison-table th p,.wp-block-table.is-style-comparison-table td p{font-size:14px !important;line-height:18px;margin-bottom:0}.wp-block-table.is-style-comparison-table th strong,.wp-block-table.is-style-comparison-table td strong{font-weight:700}.wp-block-table.is-style-comparison-table th,.wp-block-table.is-style-comparison-table tfoot tr{font-size:16px;line-height:30px;font-weight:700;text-align:left;background:none}@media(max-width: 768px){.wp-block-table.is-style-comparison-table th,.wp-block-table.is-style-comparison-table tfoot tr{font-size:14px !important;line-height:18px !important}}.wp-block-table.is-style-comparison-table tbody tr:nth-child(even){background-color:#e8f4ee}.wp-block-table.is-style-comparison-table tbody tr:last-child td{border-bottom:none}.wp-block-table.is-style-comparison-table td img{display:block;max-width:91px;height:auto;margin-bottom:8px;margin-left:unset;margin-right:unset;margin-top:8px}.wp-block-table.is-style-comparison-table td img:first-of-type{margin-top:0}.wp-block-table.is-style-comparison-table .has-text-align-center{text-align:center}.wp-block-table.is-style-comparison-table .has-text-align-right{text-align:right}.wp-block-table.is-style-comparison-table .has-text-align-left{text-align:left}.wp-block-table.is-style-comparison-table td a{font-weight:400 !important;text-decoration:underline !important}.wp-block-table.is-style-comparison-table td a:hover{text-decoration:none !important}.wp-block-table.has-row-numbers thead th:first-child,.wp-block-table.has-row-numbers tbody td:first-child,.wp-block-table.has-row-numbers tfoot td:first-child{padding-left:70px}.wp-block-table.has-row-numbers tbody{counter-reset:comparison-table-row}.wp-block-table.has-row-numbers tbody td:first-child{position:relative}.wp-block-table.has-row-numbers tbody td:first-child::before{counter-increment:comparison-table-row;content:counter(comparison-table-row);position:absolute;left:20px;top:50%;transform:translateY(-50%);display:inline-flex;align-items:center;justify-content:center;width:32px;height:32px;border-radius:16px;background-color:#cbe7d9;font-size:14px;line-height:1em;font-weight:700}<\/style>\n<figure class=\"wp-block-table is-style-comparison-table\"><table><thead><tr><th><\/th><th><strong>Share of voice (SOV)<\/strong><\/th><th><strong>Share of market (SOM)<\/strong><\/th><\/tr><\/thead><tbody><tr><td><strong><strong>What it measures<\/strong><\/strong><\/td><td>Your brand\u2019s share of visibility or attention<\/td><td>Your brand\u2019s share of total category sales or revenue<\/td><\/tr><tr><td><strong><strong>What it tells you<\/strong><\/strong><\/td><td>How visible you are compared with competitors<\/td><td>How large is your commercial position compared with competitors<\/td><\/tr><tr><td><strong><strong>Based on<\/strong><\/strong><\/td><td>Mentions, media spend, impressions, search visibility<\/td><td>Sales, revenue, or units sold<\/td><\/tr><tr><td><strong><strong>Data sources<\/strong><\/strong><\/td><td>Social listening platforms, advertising tools, SEO platforms<\/td><td>Market research reports, company filings, panel data, CRM data<\/td><\/tr><tr><td><strong>Basic formula<\/strong><\/td><td>Your brand\u2019s metric \u00f7 total metric for all compared brands \u00d7 100<\/td><td>Your sales \u00f7 total market sales \u00d7 100<\/td><\/tr><tr><td><strong>Time focus<\/strong><\/td><td>Forward-looking: can act as a leading signal of where your competitive position may be heading<\/td><td>Backward-looking: reflects the market position your business has already achieved<\/td><\/tr><tr><td><strong>Best used for<\/strong><\/td><td>Benchmarking visibility, tracking campaign impact, and spotting shifts in competitive attention<\/td><td>Measuring sales performance, benchmarking category position, and tracking market share growth<\/td><\/tr><\/tbody><\/table><\/figure>\n\n\n\n<h2 id=\"how-are-sov-and-som-connected\" class=\"wp-block-heading\">How are share of voice and share of market connected?<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">On their own, the two metrics answer different questions.&nbsp;<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Put them side by side, though, and they serve as a <strong>health check for your brand<\/strong>: you can see whether your visibility is keeping pace with or running ahead of your current market position.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">But, before we compare the two, there\u2019s one thing to keep in mind.&nbsp;<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Market share has a fairly clear denominator: the total market. With SOV, <strong>you define the playing field yourself<\/strong> \u2013 the metric, competitors, channels, and timeframe. All of these affect the final percentage.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">So, when looking at SOV vs. SOM, make sure your comparison is valid. <strong>Use the same market, competitive set, and time period for both metrics<\/strong>, and keep your SOV methodology consistent from one measurement to the next.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Once you\u2019re comparing like with like, look at which percentage is leading.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">When SOV runs ahead, your visibility exceeds your current market position. When it falls behind, your market share is stronger than the amount of attention your brand is getting.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">That difference even has its own metric: Excess Share of Voice (ESOV).<\/p>\n\n\n\n<h3 id=\"what-is-esov\" class=\"wp-block-heading\">What is Excess Share of Voice (ESOV)?<\/h3>\n\n\n\n<p class=\"wp-block-paragraph\">Excess Share of Voice (ESOV) is <strong>the difference between your share of voice and your share of market<\/strong>. In other words, it shows whether your brand is gaining or losing visibility relative to its current market position.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Despite its rather flamboyant name, the math behind it is simple:<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>ESOV = Share of Voice \u2013 Share of Market<\/strong><\/p>\n\n\n\n<figure data-wp-context=\"{&quot;imageId&quot;:&quot;6accf59fbdbc0&quot;}\" data-wp-interactive=\"core\/image\" data-wp-key=\"6accf59fbdbc0\" class=\"wp-block-image aligncenter size-large wp-lightbox-container\"><img loading=\"lazy\" decoding=\"async\" width=\"1140\" height=\"1140\" data-wp-class--hide=\"state.isContentHidden\" data-wp-class--show=\"state.isContentVisible\" data-wp-init=\"callbacks.setButtonStyles\" data-wp-on--click=\"actions.showLightbox\" data-wp-on--load=\"callbacks.setButtonStyles\" data-wp-on--pointerdown=\"actions.preloadImage\" data-wp-on--pointerenter=\"actions.preloadImageWithDelay\" data-wp-on--pointerleave=\"actions.cancelPreload\" data-wp-on-window--resize=\"callbacks.setButtonStyles\" src=\"https:\/\/brand24.com\/blog\/app\/uploads\/2026\/10\/what-is-esov-infographic-1-1140x1140.jpg\" alt=\"Excess Share of Voice (ESOV) equals share of voice minus share of market, showing whether a brand?s visibility is ahead of or behind its market position.\" class=\"wp-image-185820\" srcset=\"https:\/\/brand24.com\/blog\/app\/uploads\/2026\/10\/what-is-esov-infographic-1-1140x1140.jpg 1140w, https:\/\/brand24.com\/blog\/app\/uploads\/2026\/10\/what-is-esov-infographic-1-250x250.jpg 250w, https:\/\/brand24.com\/blog\/app\/uploads\/2026\/10\/what-is-esov-infographic-1-12x12.jpg 12w, https:\/\/brand24.com\/blog\/app\/uploads\/2026\/10\/what-is-esov-infographic-1-300x300.jpg 300w, https:\/\/brand24.com\/blog\/app\/uploads\/2026\/10\/what-is-esov-infographic-1-60x60.jpg 60w, https:\/\/brand24.com\/blog\/app\/uploads\/2026\/10\/what-is-esov-infographic-1-64x64.jpg 64w, https:\/\/brand24.com\/blog\/app\/uploads\/2026\/10\/what-is-esov-infographic-1-314x314.jpg 314w, https:\/\/brand24.com\/blog\/app\/uploads\/2026\/10\/what-is-esov-infographic-1-159x159.jpg 159w, https:\/\/brand24.com\/blog\/app\/uploads\/2026\/10\/what-is-esov-infographic-1-48x48.jpg 48w, https:\/\/brand24.com\/blog\/app\/uploads\/2026\/10\/what-is-esov-infographic-1-42x42.jpg 42w, https:\/\/brand24.com\/blog\/app\/uploads\/2026\/10\/what-is-esov-infographic-1-90x90.jpg 90w, https:\/\/brand24.com\/blog\/app\/uploads\/2026\/10\/what-is-esov-infographic-1-80x80.jpg 80w, https:\/\/brand24.com\/blog\/app\/uploads\/2026\/10\/what-is-esov-infographic-1.jpg 1200w\" sizes=\"auto, (max-width: 1140px) 100vw, 1140px\" \/><button\n\t\t\tclass=\"lightbox-trigger\"\n\t\t\ttype=\"button\"\n\t\t\taria-haspopup=\"dialog\"\n\t\t\tdata-wp-bind--aria-label=\"state.thisImage.triggerButtonAriaLabel\"\n\t\t\tdata-wp-init=\"callbacks.initTriggerButton\"\n\t\t\tdata-wp-on--click=\"actions.showLightbox\"\n\t\t\tdata-wp-style--right=\"state.thisImage.buttonRight\"\n\t\t\tdata-wp-style--top=\"state.thisImage.buttonTop\"\n\t\t>\n\t\t\t<svg xmlns=\"http:\/\/www.w3.org\/2000\/svg\" width=\"12\" height=\"12\" fill=\"none\" viewBox=\"0 0 12 12\">\n\t\t\t\t<path fill=\"#fff\" d=\"M2 0a2 2 0 0 0-2 2v2h1.5V2a.5.5 0 0 1 .5-.5h2V0H2Zm2 10.5H2a.5.5 0 0 1-.5-.5V8H0v2a2 2 0 0 0 2 2h2v-1.5ZM8 12v-1.5h2a.5.5 0 0 0 .5-.5V8H12v2a2 2 0 0 1-2 2H8Zm2-12a2 2 0 0 1 2 2v2h-1.5V2a.5.5 0 0 0-.5-.5H8V0h2Z\" \/>\n\t\t\t<\/svg>\n\t\t<\/button><figcaption class=\"wp-element-caption\">Infographic illustrating the ESOV formula: share of voice minus share of market.<\/figcaption><\/figure>\n\n\n\n<p class=\"wp-block-paragraph\">So, if your brand has 15% SOV and 10% market share, your ESOV is +<strong>5 percentage points<\/strong>. You\u2019re getting a larger share of visibility than the share of the market you currently hold.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">That can be an encouraging sign. If the advantage is sustained and comes from valuable visibility, it can support future market share growth.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Flip it around \u2013 8% SOV and 10% market share \u2013 and your ESOV is <strong>\u20132 percentage points<\/strong>. This time, your market position is stronger than your visibility.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">That doesn\u2019t mean your market share is about to fall.&nbsp;<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">But if the gap persists or widens, it can signal that your current position isn\u2019t being matched by the same level of competitive visibility, giving your competitors an opportunity to gain ground and potentially take the lead over time.<\/p>\n\n\n\n<h3 id=\"can-esov-predict-som\" class=\"wp-block-heading\">Can ESOV predict market share?<\/h3>\n\n\n\n<p class=\"wp-block-paragraph\">Short answer: yes, to an extent.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">There\u2019s a solid body of research behind the link between ESOV and market share growth, with IPA studies covering hundreds of campaigns over the years and showing a fairly consistent pattern.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">The best-known benchmark comes from a 2013 analysis by Binet and Field of 171 campaigns across major categories. They found that, on average, <strong>every 10 pp of<\/strong> <strong>positive ESOV was associated with approximately 0.5 pp of market share growth per year<\/strong>.\u00a0<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">And their later 2018 <em>Effectiveness in Context<\/em> research added even more nuance to that rule: the same ESOV gap won\u2019t translate into the same market share growth for every brand.\u00a0<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Factors such as <strong>brand size, category, and market conditions<\/strong> all affect how efficiently an extra share of voice translates into growth.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">The more recent work still points in the same direction.\u00a0<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">In 2025, WARC described ESOV as a well-established driver of marketing effectiveness, noting the same broad pattern: <strong>brands with positive ESOV tend to grow, while those with negative ESOV tend to shrink<\/strong>.<\/p>\n\n\n\n<figure data-wp-context=\"{&quot;imageId&quot;:&quot;6accf59fbe383&quot;}\" data-wp-interactive=\"core\/image\" data-wp-key=\"6accf59fbe383\" class=\"wp-block-image aligncenter size-large wp-lightbox-container\"><img loading=\"lazy\" decoding=\"async\" width=\"1140\" height=\"1140\" data-wp-class--hide=\"state.isContentHidden\" data-wp-class--show=\"state.isContentVisible\" data-wp-init=\"callbacks.setButtonStyles\" data-wp-on--click=\"actions.showLightbox\" data-wp-on--load=\"callbacks.setButtonStyles\" data-wp-on--pointerdown=\"actions.preloadImage\" data-wp-on--pointerenter=\"actions.preloadImageWithDelay\" data-wp-on--pointerleave=\"actions.cancelPreload\" data-wp-on-window--resize=\"callbacks.setButtonStyles\" src=\"https:\/\/brand24.com\/blog\/app\/uploads\/2026\/10\/esov-market-share-growth-1140x1140.jpg\" alt=\"A +10 pp positive ESOV is associated with an estimated 0.5 pp market share gain over a year, from 10% to 10.5%.\" class=\"wp-image-185824\" srcset=\"https:\/\/brand24.com\/blog\/app\/uploads\/2026\/10\/esov-market-share-growth-1140x1140.jpg 1140w, https:\/\/brand24.com\/blog\/app\/uploads\/2026\/10\/esov-market-share-growth-250x250.jpg 250w, https:\/\/brand24.com\/blog\/app\/uploads\/2026\/10\/esov-market-share-growth-12x12.jpg 12w, https:\/\/brand24.com\/blog\/app\/uploads\/2026\/10\/esov-market-share-growth-300x300.jpg 300w, https:\/\/brand24.com\/blog\/app\/uploads\/2026\/10\/esov-market-share-growth-60x60.jpg 60w, https:\/\/brand24.com\/blog\/app\/uploads\/2026\/10\/esov-market-share-growth-64x64.jpg 64w, https:\/\/brand24.com\/blog\/app\/uploads\/2026\/10\/esov-market-share-growth-314x314.jpg 314w, https:\/\/brand24.com\/blog\/app\/uploads\/2026\/10\/esov-market-share-growth-159x159.jpg 159w, https:\/\/brand24.com\/blog\/app\/uploads\/2026\/10\/esov-market-share-growth-48x48.jpg 48w, https:\/\/brand24.com\/blog\/app\/uploads\/2026\/10\/esov-market-share-growth-42x42.jpg 42w, https:\/\/brand24.com\/blog\/app\/uploads\/2026\/10\/esov-market-share-growth-90x90.jpg 90w, https:\/\/brand24.com\/blog\/app\/uploads\/2026\/10\/esov-market-share-growth-80x80.jpg 80w, https:\/\/brand24.com\/blog\/app\/uploads\/2026\/10\/esov-market-share-growth.jpg 1197w\" sizes=\"auto, (max-width: 1140px) 100vw, 1140px\" \/><button\n\t\t\tclass=\"lightbox-trigger\"\n\t\t\ttype=\"button\"\n\t\t\taria-haspopup=\"dialog\"\n\t\t\tdata-wp-bind--aria-label=\"state.thisImage.triggerButtonAriaLabel\"\n\t\t\tdata-wp-init=\"callbacks.initTriggerButton\"\n\t\t\tdata-wp-on--click=\"actions.showLightbox\"\n\t\t\tdata-wp-style--right=\"state.thisImage.buttonRight\"\n\t\t\tdata-wp-style--top=\"state.thisImage.buttonTop\"\n\t\t>\n\t\t\t<svg xmlns=\"http:\/\/www.w3.org\/2000\/svg\" width=\"12\" height=\"12\" fill=\"none\" viewBox=\"0 0 12 12\">\n\t\t\t\t<path fill=\"#fff\" d=\"M2 0a2 2 0 0 0-2 2v2h1.5V2a.5.5 0 0 1 .5-.5h2V0H2Zm2 10.5H2a.5.5 0 0 1-.5-.5V8H0v2a2 2 0 0 0 2 2h2v-1.5ZM8 12v-1.5h2a.5.5 0 0 0 .5-.5V8H12v2a2 2 0 0 1-2 2H8Zm2-12a2 2 0 0 1 2 2v2h-1.5V2a.5.5 0 0 0-.5-.5H8V0h2Z\" \/>\n\t\t\t<\/svg>\n\t\t<\/button><figcaption class=\"wp-element-caption\">Chart illustrating how, on average, a +10 pp ESOV advantage goes hand in hand with roughly +0.5 pp of extra market share growth over a year.<\/figcaption><\/figure>\n\n\n\n<p class=\"wp-block-paragraph\">All that said, <strong>ESOV isn\u2019t a crystal ball<\/strong>.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Personally, I\u2019d treat it as a directional signal. A positive ESOV would definitely get my attention, but I wouldn\u2019t look at +5 points and immediately assume market share is about to follow.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">I\u2019d want to know what\u2019s driving that gap and whether it lasts.&nbsp;<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Did visibility grow because of sustained brand-building, or because one of your marketing campaigns briefly blew up? Are we gaining attention from the right audience? Is the same pattern still there three or six months later?<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">The same goes for negative ESOV. One bad month wouldn\u2019t make me panic. A consistent decline across several measurement periods, while competitors continue to gain ground, would.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">I\u2019d also be careful about applying those findings too broadly.&nbsp;<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Most ESOV studies measure share of voice through <strong>advertising or media spend<\/strong>, so their conclusions don\u2019t automatically carry over to social mentions, search visibility, or <a href=\"https:\/\/brand24.com\/blog\/ai-share-of-voice\/\" target=\"_blank\" rel=\"noopener\">AI share of voice<\/a>.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">That doesn\u2019t make newer forms of SOV irrelevant. They just tell you something different.&nbsp;<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Take AI SOV. A 2025 Ahrefs study of 75,000 brands found <strong>a strong correlation between branded web mentions and visibility in ChatGPT, Google AI Mode, and AI Overviews<\/strong>.&nbsp;<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">In practice, that means a high AI SOV score can also increase your chances of showing up when people ask AI tools about your category, compare products, or look for recommendations.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">So while it shouldn\u2019t be treated as a direct substitute for advertising ESOV, <strong>its link to commercial outcomes is becoming harder to ignore<\/strong>.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">As more people use AI tools to research products, compare options, and get recommendations, appearing in those answers can influence <strong>which brands make it into the consideration set \u2013 and, over time, which ones win the sale<\/strong>.<\/p>\n\n\n<style>.acf-simple-cta{border-radius:20px;background-color:#fff;max-width:640px;margin:auto;margin-bottom:30px;padding:30px 15px}@media(min-width: 768px){.acf-simple-cta{padding:48px 62px 46px 62px}}.acf-simple-cta__title{font-size:22px !important;font-weight:600;line-height:23px !important;color:#000;text-align:center;margin-top:10px}@media(min-width: 576px){.acf-simple-cta__title{max-width:280px;text-align:left;margin-top:0}}.acf-simple-cta__title span{color:#00ef88}.acf-simple-cta__row{text-align:center}@media(min-width: 768px){.acf-simple-cta__row{display:flex;align-items:center;justify-content:space-between;gap:10px;text-align:left}}.acf-simple-cta__content{margin-bottom:20px;text-align:center}@media(min-width: 576px){.acf-simple-cta__content{display:flex;justify-content:center;align-items:center;gap:10px;width:100%;max-width:100%}}@media(min-width: 768px){.acf-simple-cta__content{align-items:center;justify-content:space-between;margin-bottom:0;max-width:66%}}.acf-simple-cta__btn{flex-shrink:0;border-radius:30px;padding:11px 21px;font-size:14px;line-height:18px;font-weight:500 !important;color:#000 !important;letter-spacing:-0.14px;background-color:#00ef88;border:none;transition:background-color .3s ease,opacity .3s ease;display:inline-block}.acf-simple-cta__btn:hover{background-color:#4bffae;text-decoration:none;opacity:.9}.acf-simple-cta__btn:focus-visible{outline:2px solid #00ef88}.acf-simple-cta--primary{background-color:#00ef88}.acf-simple-cta--primary .acf-simple-cta__title{color:#000}.acf-simple-cta--primary .acf-simple-cta__title span{color:#000}.acf-simple-cta--primary .acf-simple-cta__btn{background-color:#000;color:#fff !important;transition:background-color .3s ease-in-out}.acf-simple-cta--primary .acf-simple-cta__btn:hover{background-color:#171717}.acf-simple-cta--violet{background-color:#000}.acf-simple-cta--violet .acf-simple-cta__title{color:#fff}.acf-simple-cta--violet .acf-simple-cta__title span{color:#bf00ff}.acf-simple-cta--violet .acf-simple-cta__btn{background-color:#bf00ff;color:#000 !important;transition:background-color .3s ease-in-out}.acf-simple-cta--violet .acf-simple-cta__btn:hover{background-color:#bf00ff}.acf-simple-cta--small{padding:20px 15px}@media(min-width: 768px){.acf-simple-cta--small{padding:33px 45px 31px 56px}}.acf-simple-cta--no-icon .acf-simple-cta__content{max-width:100%;width:auto}.acf-simple-cta--no-icon .acf-simple-cta__title{max-width:100%}@media(min-width: 768px){.acf-simple-cta--no-icon.acf-simple-cta--small .acf-simple-cta__content{max-width:55%}}<\/style>\n<div class=\"acf-simple-cta acf-simple-cta--primary acf-simple-cta--no-icon\">\n    <div class=\"acf-simple-cta__wrapper\">\n        <div class=\"acf-simple-cta__row\">\n            <div class=\"acf-simple-cta__content\">\n                                                    <div class=\"acf-simple-cta__title\">Compare your share of voice vs. share of market!<\/div>\n                            <\/div>\n                            <a href=\"https:\/\/app.brand24.com\/user\/register-account\/?custom_form=582\" class=\"acf-simple-cta__btn\" target=\"\">Start Trial!<\/a>\n                    <\/div>\n    <\/div>\n<\/div>\n\n\n\n<h2 id=\"how-to-measure\" class=\"wp-block-heading\">How to measure share of voice and share of market?<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">Measuring SOV and SOM starts with <strong>two different kinds of data<\/strong>.&nbsp;<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Share of voice depends on the visibility metric you choose, while share of market relies on sales, revenue, or units sold within a clearly defined market.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">I\u2019ll show you how I\u2019d approach both, plus a few reliable tools and data sources to use on the job.<\/p>\n\n\n\n<h3 id=\"how-to-measure-sov\" class=\"wp-block-heading\">How to measure share of voice: formula and tools<\/h3>\n\n\n\n<p class=\"wp-block-paragraph\">As you\u2019ve probably already noticed, <strong>there isn\u2019t just one type of share of voice<\/strong>. What goes into the calculation depends on what kind of visibility you want to compare.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">The formula stays the same:<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>Share of voice = Your brand\u2019s metric \u00f7 Total metric for all compared brands \u00d7 100<\/strong><\/p>\n\n\n\n<p class=\"wp-block-paragraph\">What changes is the metric you plug into it. In practice, you\u2019ll usually come across four main types:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li><strong>Online and social SOV<\/strong> \u2013&nbsp; based on brand mentions across social media platforms, news, blogs, forums, reviews, and other online sources.<\/li>\n\n\n\n<li><strong>Search SOV<\/strong> \u2013 based on how much organic search visibility your brand or website captures compared with competitors.<\/li>\n\n\n\n<li><strong>Advertising SOV<\/strong> \u2013 based on your paid advertising exposure or paid media spend compared with the category total.<\/li>\n\n\n\n<li><strong>AI SOV<\/strong> \u2013 based on your brand\u2019s presence in answers from tools such as ChatGPT, Gemini, or Perplexity.<\/li>\n<\/ul>\n\n\n\n<p class=\"wp-block-paragraph\">Your brand could have 25% social media SOV and 8% AI SOV at the same time, and that\u2019s completely normal. <\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Each percentage describes your visibility across different digital channels, so the metric you use in the formula will depend on which one you\u2019re measuring.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">For example, if you want to measure online and social SOV, you could calculate it as:<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>Your brand mentions \u00f7 Total mentions of all compared brands \u00d7 100<\/strong><\/p>\n\n\n\n<p class=\"wp-block-paragraph\">So, say your brand generates 2,000 mentions, and all brands in your competitive set generate 10,000 combined. Then the calculation would be:<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>2,000 \u00f7 10,000 \u00d7 100 = 20% SOV<\/strong><\/p>\n\n\n\n<p class=\"wp-block-paragraph\">You can apply the same formula to every type of SOV.&nbsp;<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">In practice, though, you probably won\u2019t be sitting there calculating all those percentages yourself. <\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Dedicated share of voice tools can handle that part for you, pulling together the underlying SOV data, comparing brands, and automatically calculating the percentage.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">To make this a bit less theoretical, <strong>I ran a comparison in Brand24 using six major smartphone brands<\/strong>: Apple, Samsung, Xiaomi, OPPO, vivo, and Huawei.<\/p>\n\n\n<style>.acf-research-methodology{border:1px solid #ff8c00;border-radius:1.25rem;padding:25px 20px;background-color:rgba(0,0,0,0)}@media(min-width: 768px){.acf-research-methodology{padding:35px 44px}}.acf-research-methodology__header{display:flex;align-items:center;gap:22px;margin-bottom:15px}.acf-research-methodology__icon{color:#ff8c00;display:flex;align-items:center;justify-content:center;flex-shrink:0}.acf-research-methodology__icon svg{width:21px;height:21px}.acf-research-methodology__heading{font-weight:700;font-size:18px;line-height:1.5;margin:0;display:block}.acf-research-methodology__content{color:#22272a;margin:0;line-height:1.75rem}.acf-research-methodology__content p{font-family:\"Inter\",sans-serif;font-size:16px;line-height:26px}@media(min-width: 768px){.acf-research-methodology__content p{font-size:18px;line-height:30px}}<\/style><div class=\"acf-research-methodology\">\n\t<div class=\"acf-research-methodology__header\">\n\t\t<span class=\"acf-research-methodology__icon\" aria-hidden=\"true\">\n\t\t\t<svg width=\"21\" height=\"21\" viewBox=\"0 0 21 21\" fill=\"none\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\">\n\t\t\t\t<path fill-rule=\"evenodd\" clip-rule=\"evenodd\" d=\"M8.49485 2.49604C5.1818 2.49604 2.49604 5.1818 2.49604 8.49485C2.49604 11.8079 5.1818 14.4937 8.49485 14.4937C11.8079 14.4937 14.4937 11.8079 14.4937 8.49485C14.4937 5.1818 11.8079 2.49604 8.49485 2.49604ZM0 8.49485C0 3.80327 3.80327 0 8.49485 0C13.1864 0 16.9897 3.80327 16.9897 8.49485C16.9897 10.3905 16.3688 12.141 15.3193 13.5543L20.6345 18.8695C21.1218 19.3569 21.1218 20.1471 20.6345 20.6345C20.1471 21.1218 19.3569 21.1218 18.8695 20.6345L13.5543 15.3193C12.141 16.3688 10.3905 16.9897 8.49485 16.9897C3.80327 16.9897 0 13.1864 0 8.49485Z\" fill=\"#FF8C00\" \/>\n\t\t\t<\/svg>\n\n\t\t<\/span>\n\t\t<strong class=\"acf-research-methodology__heading\">Research methodology<\/strong>\n\t<\/div>\n\t\t\t<div class=\"acf-research-methodology__content\"><p><!-- wp:paragraph --><\/p>\n<p><span style=\"font-weight: 400\">Since several of these brands sell much more than smartphones, <strong>I used excluded keywords to filter out unrelated product categories<\/strong> and to keep the dataset as focused as possible on smartphone-related conversations.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400\">For Apple, for example, that meant excluding terms connected with products like Macs and iPads; for Huawei, laptops, tablets, wearables, and other non-phone products.<\/span><\/p>\n<p><span style=\"font-weight: 400\">The results below cover <strong>mentions collected between September 6 and October 6, 2026<\/strong>.<\/span><\/p>\n<p><!-- \/wp:paragraph --><\/p>\n<p><!-- \/wp:list --><\/p>\n<\/div>\n\t<\/div>\n\n\n\n<p class=\"wp-block-paragraph\">The Comparison tab did the math for me and showed SOV in two ways: <strong>by the number of mentions each brand generated and by its estimated reach<\/strong>.<\/p>\n\n\n\n<figure data-wp-context=\"{&quot;imageId&quot;:&quot;6accf59fbf693&quot;}\" data-wp-interactive=\"core\/image\" data-wp-key=\"6accf59fbf693\" class=\"wp-block-image aligncenter size-large wp-lightbox-container\"><img loading=\"lazy\" decoding=\"async\" width=\"1140\" height=\"450\" data-wp-class--hide=\"state.isContentHidden\" data-wp-class--show=\"state.isContentVisible\" data-wp-init=\"callbacks.setButtonStyles\" data-wp-on--click=\"actions.showLightbox\" data-wp-on--load=\"callbacks.setButtonStyles\" data-wp-on--pointerdown=\"actions.preloadImage\" data-wp-on--pointerenter=\"actions.preloadImageWithDelay\" data-wp-on--pointerleave=\"actions.cancelPreload\" data-wp-on-window--resize=\"callbacks.setButtonStyles\" src=\"https:\/\/brand24.com\/blog\/app\/uploads\/2026\/10\/SOV-overview-1140x450.jpg\" alt=\"Smartphone brand share of voice in Brand24: Apple leads in both reach (about 44%) and mentions (about 40%), ahead of Xiaomi and Samsung, while vivo, OPPO and Huawei hold small shares.\" class=\"wp-image-185809\" srcset=\"https:\/\/brand24.com\/blog\/app\/uploads\/2026\/10\/SOV-overview-1140x450.jpg 1140w, https:\/\/brand24.com\/blog\/app\/uploads\/2026\/10\/SOV-overview-18x7.jpg 18w, https:\/\/brand24.com\/blog\/app\/uploads\/2026\/10\/SOV-overview-300x119.jpg 300w, https:\/\/brand24.com\/blog\/app\/uploads\/2026\/10\/SOV-overview-248x98.jpg 248w, https:\/\/brand24.com\/blog\/app\/uploads\/2026\/10\/SOV-overview-90x36.jpg 90w, https:\/\/brand24.com\/blog\/app\/uploads\/2026\/10\/SOV-overview.jpg 1200w\" sizes=\"auto, (max-width: 1140px) 100vw, 1140px\" \/><button\n\t\t\tclass=\"lightbox-trigger\"\n\t\t\ttype=\"button\"\n\t\t\taria-haspopup=\"dialog\"\n\t\t\tdata-wp-bind--aria-label=\"state.thisImage.triggerButtonAriaLabel\"\n\t\t\tdata-wp-init=\"callbacks.initTriggerButton\"\n\t\t\tdata-wp-on--click=\"actions.showLightbox\"\n\t\t\tdata-wp-style--right=\"state.thisImage.buttonRight\"\n\t\t\tdata-wp-style--top=\"state.thisImage.buttonTop\"\n\t\t>\n\t\t\t<svg xmlns=\"http:\/\/www.w3.org\/2000\/svg\" width=\"12\" height=\"12\" fill=\"none\" viewBox=\"0 0 12 12\">\n\t\t\t\t<path fill=\"#fff\" d=\"M2 0a2 2 0 0 0-2 2v2h1.5V2a.5.5 0 0 1 .5-.5h2V0H2Zm2 10.5H2a.5.5 0 0 1-.5-.5V8H0v2a2 2 0 0 0 2 2h2v-1.5ZM8 12v-1.5h2a.5.5 0 0 0 .5-.5V8H12v2a2 2 0 0 1-2 2H8Zm2-12a2 2 0 0 1 2 2v2h-1.5V2a.5.5 0 0 0-.5-.5H8V0h2Z\" \/>\n\t\t\t<\/svg>\n\t\t<\/button><figcaption class=\"wp-element-caption\">A share of voice overview of Apple, Xiaomi, Samsung, OPPO, vivo and Huawei, by reach and mentions.<\/figcaption><\/figure>\n\n\n\n<p class=\"wp-block-paragraph\">Apple comfortably led both, accounting for <strong>42% of mentions and 45% of reach<\/strong>. Xiaomi came second with 28% of mentions and 27% of reach, while Samsung took 18% on both measures.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>The ranking barely changed between the two metrics, but the percentages did<\/strong>.&nbsp;<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">That\u2019s a useful reminder that even within online SOV, <strong>the metric you choose affects the picture you get<\/strong>. <\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Mention-based SOV tells you who owns the largest share of the industry conversation; reach-based SOV adds another layer by showing how far that conversation could have traveled.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">And that\u2019s why the setup for measuring your share of voice depends largely on which part of your digital marketing mix you want to focus on.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><a href=\"https:\/\/brand24.com\/blog\/social-listening-tools\/\" target=\"_blank\" rel=\"noopener\">Social listening tools<\/a>, like Brand24, are best suited to online and social SOV; SEO suites handle search visibility; ad platforms provide advertising metrics; and a newer group of AI visibility tools tracks your share across AI-generated answers.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Here are a few I use regularly and can comfortably vouch for:<\/p>\n\n\n<style>.acf-tools-table{border:1px solid #d4e5dc;border-radius:16px;overflow:hidden;overflow-x:auto}.acf-tools-table__table{width:100%;min-width:582px;border-collapse:collapse}.acf-tools-table__row:last-child td{border-bottom:none}.acf-tools-table__row:nth-child(even){background-color:#e8f4ee}.acf-tools-table__cell{padding:14px 20px;font-size:.875rem;line-height:1.125rem;border-bottom:1px solid #d4e5dc;border-right:1px solid #d4e5dc}.acf-tools-table__cell p{font-size:.875rem !important;line-height:1.125rem;margin-bottom:0}.acf-tools-table__cell:last-child{border-right:none}.acf-tools-table__cell--header{font-size:1rem;line-height:1.875rem;font-weight:700}@media(max-width: 768px){.acf-tools-table__cell--header{font-size:.875rem !important;line-height:1.125rem !important}}.acf-tools-table__cell--center{padding-left:70px}.acf-tools-table__cell strong{font-weight:700}.acf-tools-table__number{display:inline-flex;align-items:center;justify-content:center;width:32px;height:32px;border-radius:16px;background-color:#cbe7d9;font-size:.875rem;line-height:1em;font-weight:700}.acf-tools-table__logo{max-width:91px;margin-bottom:8px}.acf-tools-table__link{font-weight:400 !important;text-decoration:underline !important}.acf-tools-table__link:hover{text-decoration:none !important}.acf-tools-table__wrapper{display:flex;align-items:center;gap:17px}<\/style><div class=\"acf-tools-table\">\n    <table class=\"acf-tools-table__table\">\n        <thead class=\"acf-tools-table__thead\">\n            <tr class=\"acf-tools-table__row acf-tools-table__row--header\">\n                                    <th class=\"acf-tools-table__cell acf-tools-table__cell--header  acf-tools-table__cell--center\">\n                        Tool                    <\/th>\n                                    <th class=\"acf-tools-table__cell acf-tools-table__cell--header \">\n                        Best for                    <\/th>\n                                    <th class=\"acf-tools-table__cell acf-tools-table__cell--header \">\n                        Useful features                    <\/th>\n                                    <th class=\"acf-tools-table__cell acf-tools-table__cell--header \">\n                        Pricing                    <\/th>\n                            <\/tr>\n        <\/thead>\n        <tbody class=\"acf-tools-table__tbody\">\n                    <tr class=\"acf-tools-table__row\">\n                                    <td class=\"acf-tools-table__cell\">\n                        <div class=\"acf-tools-table__wrapper\">\n                                                        <div class=\"acf-tools-table__number\">1<\/div>\n                                                                                    <div class=\"acf-tools-table__data\">\n                                                        <div class=\"acf-tools-table__logo\">\n                                <img decoding=\"async\" width=\"35\" height=\"35\" src=\"https:\/\/brand24.com\/blog\/app\/uploads\/2026\/05\/brand24_logo-e1785152016604.png\" class=\"attachment-full size-full\" alt=\"brand24 logo\" loading=\"lazy\" \/>                            <\/div>\n                                                                                    <a href=\"https:\/\/brand24.com\/\" target=\"_blank\" class=\"acf-tools-table__link\">\n                                Brand24                            <\/a>\n                                                        <\/div>\n                                                    <\/div>\n                    <\/td>\n                                    <td class=\"acf-tools-table__cell\">\n                        <div class=\"acf-tools-table__wrapper\">\n                                                                                    <div class=\"acf-tools-table__data\">\n                                                                                        Social and online visibility                                                        <\/div>\n                                                    <\/div>\n                    <\/td>\n                                    <td class=\"acf-tools-table__cell\">\n                        <div class=\"acf-tools-table__wrapper\">\n                                                                                    <div class=\"acf-tools-table__data\">\n                                                                                        Competitor comparison, mention share, reach, sentiment analysis, trend tracking, and AI-powered analysis                                                        <\/div>\n                                                    <\/div>\n                    <\/td>\n                                    <td class=\"acf-tools-table__cell\">\n                        <div class=\"acf-tools-table__wrapper\">\n                                                                                    <div class=\"acf-tools-table__data\">\n                                                                                        From $199\/mo                                                        <\/div>\n                                                    <\/div>\n                    <\/td>\n                            <\/tr>\n                    <tr class=\"acf-tools-table__row\">\n                                    <td class=\"acf-tools-table__cell\">\n                        <div class=\"acf-tools-table__wrapper\">\n                                                        <div class=\"acf-tools-table__number\">2<\/div>\n                                                                                    <div class=\"acf-tools-table__data\">\n                                                        <div class=\"acf-tools-table__logo\">\n                                <img decoding=\"async\" width=\"35\" height=\"35\" src=\"https:\/\/brand24.com\/blog\/app\/uploads\/2026\/05\/brandwatch_logo-e1784022036574.png\" class=\"attachment-full size-full\" alt=\"Brandwatch logo\" loading=\"lazy\" \/>                            <\/div>\n                                                                                    <a href=\"https:\/\/www.brandwatch.com\/\" target=\"_blank\" class=\"acf-tools-table__link\">\n                                Brandwatch                            <\/a>\n                                                        <\/div>\n                                                    <\/div>\n                    <\/td>\n                                    <td class=\"acf-tools-table__cell\">\n                        <div class=\"acf-tools-table__wrapper\">\n                                                                                    <div class=\"acf-tools-table__data\">\n                                                                                        Social and online visibility                                                        <\/div>\n                                                    <\/div>\n                    <\/td>\n                                    <td class=\"acf-tools-table__cell\">\n                        <div class=\"acf-tools-table__wrapper\">\n                                                                                    <div class=\"acf-tools-table__data\">\n                                                                                        Competitor benchmarking, mention volume, audience insights, sentiment, trend analysis                                                        <\/div>\n                                                    <\/div>\n                    <\/td>\n                                    <td class=\"acf-tools-table__cell\">\n                        <div class=\"acf-tools-table__wrapper\">\n                                                                                    <div class=\"acf-tools-table__data\">\n                                                                                        Custom pricing                                                        <\/div>\n                                                    <\/div>\n                    <\/td>\n                            <\/tr>\n                    <tr class=\"acf-tools-table__row\">\n                                    <td class=\"acf-tools-table__cell\">\n                        <div class=\"acf-tools-table__wrapper\">\n                                                        <div class=\"acf-tools-table__number\">3<\/div>\n                                                                                    <div class=\"acf-tools-table__data\">\n                                                        <div class=\"acf-tools-table__logo\">\n                                <img decoding=\"async\" width=\"35\" height=\"21\" src=\"https:\/\/brand24.com\/blog\/app\/uploads\/2026\/09\/Semrush--e1790660775174.png\" class=\"attachment-full size-full\" alt=\"Semrush logo\" loading=\"lazy\" \/>                            <\/div>\n                                                                                    <a href=\"https:\/\/www.semrush.com\/home\/\" target=\"_blank\" class=\"acf-tools-table__link\">\n                                Semrush                            <\/a>\n                                                        <\/div>\n                                                    <\/div>\n                    <\/td>\n                                    <td class=\"acf-tools-table__cell\">\n                        <div class=\"acf-tools-table__wrapper\">\n                                                                                    <div class=\"acf-tools-table__data\">\n                                                                                        Search and AI visibility                                                        <\/div>\n                                                    <\/div>\n                    <\/td>\n                                    <td class=\"acf-tools-table__cell\">\n                        <div class=\"acf-tools-table__wrapper\">\n                                                                                    <div class=\"acf-tools-table__data\">\n                                                                                        Search visibility tracking, competitor comparison, organic traffic analysis, AI brand visibility, and prompt-level analysis                                                        <\/div>\n                                                    <\/div>\n                    <\/td>\n                                    <td class=\"acf-tools-table__cell\">\n                        <div class=\"acf-tools-table__wrapper\">\n                                                                                    <div class=\"acf-tools-table__data\">\n                                                                                        From $99\/mo                                                        <\/div>\n                                                    <\/div>\n                    <\/td>\n                            <\/tr>\n                    <tr class=\"acf-tools-table__row\">\n                                    <td class=\"acf-tools-table__cell\">\n                        <div class=\"acf-tools-table__wrapper\">\n                                                        <div class=\"acf-tools-table__number\">4<\/div>\n                                                                                    <div class=\"acf-tools-table__data\">\n                                                        <div class=\"acf-tools-table__logo\">\n                                <img decoding=\"async\" width=\"35\" height=\"35\" src=\"https:\/\/brand24.com\/blog\/app\/uploads\/2026\/09\/ahrefs-e1788515740273.png\" class=\"attachment-full size-full\" alt=\"Ahrefs logo\" loading=\"lazy\" \/>                            <\/div>\n                                                                                    <a href=\"https:\/\/ahrefs.com\/\" target=\"_blank\" class=\"acf-tools-table__link\">\n                                Ahrefs                            <\/a>\n                                                        <\/div>\n                                                    <\/div>\n                    <\/td>\n                                    <td class=\"acf-tools-table__cell\">\n                        <div class=\"acf-tools-table__wrapper\">\n                                                                                    <div class=\"acf-tools-table__data\">\n                                                                                        Search and AI visibility                                                        <\/div>\n                                                    <\/div>\n                    <\/td>\n                                    <td class=\"acf-tools-table__cell\">\n                        <div class=\"acf-tools-table__wrapper\">\n                                                                                    <div class=\"acf-tools-table__data\">\n                                                                                        Rank tracking, keyword-level SOV, competitor visibility, SERP monitoring                                                        <\/div>\n                                                    <\/div>\n                    <\/td>\n                                    <td class=\"acf-tools-table__cell\">\n                        <div class=\"acf-tools-table__wrapper\">\n                                                                                    <div class=\"acf-tools-table__data\">\n                                                                                        From $29\/mo                                                        <\/div>\n                                                    <\/div>\n                    <\/td>\n                            <\/tr>\n                    <tr class=\"acf-tools-table__row\">\n                                    <td class=\"acf-tools-table__cell\">\n                        <div class=\"acf-tools-table__wrapper\">\n                                                        <div class=\"acf-tools-table__number\">5<\/div>\n                                                                                    <div class=\"acf-tools-table__data\">\n                                                        <div class=\"acf-tools-table__logo\">\n                                <img decoding=\"async\" width=\"35\" height=\"35\" src=\"https:\/\/brand24.com\/blog\/app\/uploads\/2025\/12\/chatbeat-icon-filled-256-e1784022065934.webp\" class=\"attachment-full size-full\" alt=\"\" loading=\"lazy\" \/>                            <\/div>\n                                                                                    <a href=\"https:\/\/chatbeat.com\/\" target=\"_blank\" class=\"acf-tools-table__link\">\n                                Chatbeat                            <\/a>\n                                                        <\/div>\n                                                    <\/div>\n                    <\/td>\n                                    <td class=\"acf-tools-table__cell\">\n                        <div class=\"acf-tools-table__wrapper\">\n                                                                                    <div class=\"acf-tools-table__data\">\n                                                                                        AI visibility                                                        <\/div>\n                                                    <\/div>\n                    <\/td>\n                                    <td class=\"acf-tools-table__cell\">\n                        <div class=\"acf-tools-table__wrapper\">\n                                                                                    <div class=\"acf-tools-table__data\">\n                                                                                        Brand mention tracking, competitor SOV, prompt monitoring, source and citation analysis                                                        <\/div>\n                                                    <\/div>\n                    <\/td>\n                                    <td class=\"acf-tools-table__cell\">\n                        <div class=\"acf-tools-table__wrapper\">\n                                                                                    <div class=\"acf-tools-table__data\">\n                                                                                        From $99\/mo                                                        <\/div>\n                                                    <\/div>\n                    <\/td>\n                            <\/tr>\n                    <tr class=\"acf-tools-table__row\">\n                                    <td class=\"acf-tools-table__cell\">\n                        <div class=\"acf-tools-table__wrapper\">\n                                                        <div class=\"acf-tools-table__number\">6<\/div>\n                                                                                    <div class=\"acf-tools-table__data\">\n                                                        <div class=\"acf-tools-table__logo\">\n                                <img decoding=\"async\" width=\"35\" height=\"35\" src=\"https:\/\/brand24.com\/blog\/app\/uploads\/2026\/10\/Google-Ads-logo.png\" class=\"attachment-full size-full\" alt=\"Google Ads logo\" loading=\"lazy\" srcset=\"https:\/\/brand24.com\/blog\/app\/uploads\/2026\/10\/Google-Ads-logo.png 35w, https:\/\/brand24.com\/blog\/app\/uploads\/2026\/10\/Google-Ads-logo-12x12.png 12w\" sizes=\"auto, (max-width: 35px) 100vw, 35px\" \/>                            <\/div>\n                                                                                    <a href=\"https:\/\/ads.google.com\/\" target=\"_blank\" class=\"acf-tools-table__link\">\n                                Google Ads                            <\/a>\n                                                        <\/div>\n                                                    <\/div>\n                    <\/td>\n                                    <td class=\"acf-tools-table__cell\">\n                        <div class=\"acf-tools-table__wrapper\">\n                                                                                    <div class=\"acf-tools-table__data\">\n                                                                                        Paid search visibility                                                        <\/div>\n                                                    <\/div>\n                    <\/td>\n                                    <td class=\"acf-tools-table__cell\">\n                        <div class=\"acf-tools-table__wrapper\">\n                                                                                    <div class=\"acf-tools-table__data\">\n                                                                                        Impression Share, Lost Impression Share, competitor auction insights                                                        <\/div>\n                                                    <\/div>\n                    <\/td>\n                                    <td class=\"acf-tools-table__cell\">\n                        <div class=\"acf-tools-table__wrapper\">\n                                                                                    <div class=\"acf-tools-table__data\">\n                                                                                        Free \/ ad spend                                                        <\/div>\n                                                    <\/div>\n                    <\/td>\n                            <\/tr>\n                <\/tbody>\n    <\/table>\n<\/div>\n\n\n\n<div class=\"acf-simple-cta acf-simple-cta--default acf-simple-cta--no-icon\">\n    <div class=\"acf-simple-cta__wrapper\">\n        <div class=\"acf-simple-cta__row\">\n            <div class=\"acf-simple-cta__content\">\n                                                    <div class=\"acf-simple-cta__title\">Measure your share of voice with Brand24!<\/div>\n                            <\/div>\n                            <a href=\"https:\/\/app.brand24.com\/user\/register-account\/?custom_form=582\" class=\"acf-simple-cta__btn\" target=\"\">Start Trial!<\/a>\n                    <\/div>\n    <\/div>\n<\/div>\n\n\n\n<h3 id=\"how-to-measure-som\" class=\"wp-block-heading\">How to measure share of market: formula and sources<\/h3>\n\n\n\n<p class=\"wp-block-paragraph\">Share of market is less flexible in what it measures. You\u2019re comparing your company\u2019s sales, revenue, or units sold with the total for the market you compete in. So:<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>Share of market = Your company\u2019s sales \u00f7 Total market sales \u00d7 100<\/strong><\/p>\n\n\n\n<p class=\"wp-block-paragraph\">If your company generates $2 million in sales in a market worth $20 million:<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">$2M \u00f7 $20M \u00d7 100 = 10% SOM<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Your own number is usually easy enough to find. The harder part is getting a reliable total for the market and making sure it covers the same category, geography, and period as your internal data.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Unlike with SOV, <strong>you often won\u2019t get that denominator from a single dashboard<\/strong>.\u00a0<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Depending on the industry, you might need to consult market research databases, analyst reports, company filings, government statistics, or trade associations.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>The important part is making sure the external number measures the same thing as your own number<\/strong>.\u00a0<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">If you\u2019re calculating market share based on revenue, for example, you need the total market revenue, not the total number of units sold. Likewise, if you\u2019re using internally reported units sold, compare them with total units sold across the market.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">It sounds obvious, but <strong>market reports don\u2019t always use the same definition<\/strong>.&nbsp;<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Two reports on the smartphone market could give you different market shares simply because one measures revenue while the other measures shipments. Neither is wrong; they\u2019re answering different questions.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">The same goes for geography, category, and timeframe. US sales shouldn\u2019t be divided by a global market total, and quarterly revenue shouldn\u2019t be compared with a full-year market estimate.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">So, where do you get all that from?<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Your own sales figures will usually come from internal systems, while the market total may come from a completely different source. <\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Depending on the industry, that could be a market intelligence platform, purchase panel, public dataset, company filing, or retailer report.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>Here are the main sources I\u2019d check<\/strong>:<\/p>\n\n\n<div class=\"acf-tools-table\">\n    <table class=\"acf-tools-table__table\">\n        <thead class=\"acf-tools-table__thead\">\n            <tr class=\"acf-tools-table__row acf-tools-table__row--header\">\n                                    <th class=\"acf-tools-table__cell acf-tools-table__cell--header  acf-tools-table__cell--center\">\n                        Source type                    <\/th>\n                                    <th class=\"acf-tools-table__cell acf-tools-table__cell--header \">\n                        Best for                    <\/th>\n                                    <th class=\"acf-tools-table__cell acf-tools-table__cell--header \">\n                        Examples                    <\/th>\n                            <\/tr>\n        <\/thead>\n        <tbody class=\"acf-tools-table__tbody\">\n                    <tr class=\"acf-tools-table__row\">\n                                    <td class=\"acf-tools-table__cell\">\n                        <div class=\"acf-tools-table__wrapper\">\n                                                        <div class=\"acf-tools-table__number\">1<\/div>\n                                                                                    <div class=\"acf-tools-table__data\">\n                                                                                        Market intelligence platforms                                                        <\/div>\n                                                    <\/div>\n                    <\/td>\n                                    <td class=\"acf-tools-table__cell\">\n                        <div class=\"acf-tools-table__wrapper\">\n                                                                                    <div class=\"acf-tools-table__data\">\n                                                                                        Market size, category growth, competitor estimates, and broader industry benchmarks                                                        <\/div>\n                                                    <\/div>\n                    <\/td>\n                                    <td class=\"acf-tools-table__cell\">\n                        <div class=\"acf-tools-table__wrapper\">\n                                                                                    <div class=\"acf-tools-table__data\">\n                                                                                        Euromonitor Passport, Statista, IDC                                                        <\/div>\n                                                    <\/div>\n                    <\/td>\n                            <\/tr>\n                    <tr class=\"acf-tools-table__row\">\n                                    <td class=\"acf-tools-table__cell\">\n                        <div class=\"acf-tools-table__wrapper\">\n                                                        <div class=\"acf-tools-table__number\">2<\/div>\n                                                                                    <div class=\"acf-tools-table__data\">\n                                                                                        Retail and purchase panels                                                        <\/div>\n                                                    <\/div>\n                    <\/td>\n                                    <td class=\"acf-tools-table__cell\">\n                        <div class=\"acf-tools-table__wrapper\">\n                                                                                    <div class=\"acf-tools-table__data\">\n                                                                                        Sales and purchase-based market share, especially in consumer goods and retail                                                        <\/div>\n                                                    <\/div>\n                    <\/td>\n                                    <td class=\"acf-tools-table__cell\">\n                        <div class=\"acf-tools-table__wrapper\">\n                                                                                    <div class=\"acf-tools-table__data\">\n                                                                                        NielsenIQ, Circana, Kantar                                                        <\/div>\n                                                    <\/div>\n                    <\/td>\n                            <\/tr>\n                    <tr class=\"acf-tools-table__row\">\n                                    <td class=\"acf-tools-table__cell\">\n                        <div class=\"acf-tools-table__wrapper\">\n                                                        <div class=\"acf-tools-table__number\">3<\/div>\n                                                                                    <div class=\"acf-tools-table__data\">\n                                                                                        Company and competitor disclosures                                                        <\/div>\n                                                    <\/div>\n                    <\/td>\n                                    <td class=\"acf-tools-table__cell\">\n                        <div class=\"acf-tools-table__wrapper\">\n                                                                                    <div class=\"acf-tools-table__data\">\n                                                                                        Revenue, units sold, shipments, and segment-level performance reported by public companies                                                        <\/div>\n                                                    <\/div>\n                    <\/td>\n                                    <td class=\"acf-tools-table__cell\">\n                        <div class=\"acf-tools-table__wrapper\">\n                                                                                    <div class=\"acf-tools-table__data\">\n                                                                                        Annual reports, earnings releases, investor relations pages                                                        <\/div>\n                                                    <\/div>\n                    <\/td>\n                            <\/tr>\n                    <tr class=\"acf-tools-table__row\">\n                                    <td class=\"acf-tools-table__cell\">\n                        <div class=\"acf-tools-table__wrapper\">\n                                                        <div class=\"acf-tools-table__number\">4<\/div>\n                                                                                    <div class=\"acf-tools-table__data\">\n                                                                                        Public industry data                                                        <\/div>\n                                                    <\/div>\n                    <\/td>\n                                    <td class=\"acf-tools-table__cell\">\n                        <div class=\"acf-tools-table__wrapper\">\n                                                                                    <div class=\"acf-tools-table__data\">\n                                                                                        Market totals published by government agencies, regulators, industry bodies, and trade associations                                                        <\/div>\n                                                    <\/div>\n                    <\/td>\n                                    <td class=\"acf-tools-table__cell\">\n                        <div class=\"acf-tools-table__wrapper\">\n                                                                                    <div class=\"acf-tools-table__data\">\n                                                                                        Eurostat, U.S. Census Bureau, national statistics offices, industry associations                                                        <\/div>\n                                                    <\/div>\n                    <\/td>\n                            <\/tr>\n                    <tr class=\"acf-tools-table__row\">\n                                    <td class=\"acf-tools-table__cell\">\n                        <div class=\"acf-tools-table__wrapper\">\n                                                        <div class=\"acf-tools-table__number\">5<\/div>\n                                                                                    <div class=\"acf-tools-table__data\">\n                                                                                        Internal sales data                                                        <\/div>\n                                                    <\/div>\n                    <\/td>\n                                    <td class=\"acf-tools-table__cell\">\n                        <div class=\"acf-tools-table__wrapper\">\n                                                                                    <div class=\"acf-tools-table__data\">\n                                                                                        Your own revenue, sales volume, or units sold \u2013 the numerator in the SOM formula                                                        <\/div>\n                                                    <\/div>\n                    <\/td>\n                                    <td class=\"acf-tools-table__cell\">\n                        <div class=\"acf-tools-table__wrapper\">\n                                                                                    <div class=\"acf-tools-table__data\">\n                                                                                        Salesforce, HubSpot, ERP systems, and internal sales reports                                                        <\/div>\n                                                    <\/div>\n                    <\/td>\n                            <\/tr>\n                    <tr class=\"acf-tools-table__row\">\n                                    <td class=\"acf-tools-table__cell\">\n                        <div class=\"acf-tools-table__wrapper\">\n                                                        <div class=\"acf-tools-table__number\">6<\/div>\n                                                                                    <div class=\"acf-tools-table__data\">\n                                                                                        Distributor or retailer data                                                        <\/div>\n                                                    <\/div>\n                    <\/td>\n                                    <td class=\"acf-tools-table__cell\">\n                        <div class=\"acf-tools-table__wrapper\">\n                                                                                    <div class=\"acf-tools-table__data\">\n                                                                                        Sell-through, category sales, and competitive performance within a specific retail or distribution channel                                                        <\/div>\n                                                    <\/div>\n                    <\/td>\n                                    <td class=\"acf-tools-table__cell\">\n                        <div class=\"acf-tools-table__wrapper\">\n                                                                                    <div class=\"acf-tools-table__data\">\n                                                                                        Retailer dashboards, distributor reports, marketplace analytics                                                        <\/div>\n                                                    <\/div>\n                    <\/td>\n                            <\/tr>\n                <\/tbody>\n    <\/table>\n<\/div>\n\n\n\n<p class=\"wp-block-paragraph\">Once you have both your SOV and SOM percentages, comparing them is pretty straightforward.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">The more interesting bit is <strong>figuring out what the gap between them means <\/strong>and what you should do about it.<\/p>\n\n\n\n<h2 id=\"what-does-esov-tell-you\" class=\"wp-block-heading\">What does your SOV vs. SOM gap tell you?<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">The point of comparing your SOV and SOM isn\u2019t just to label the gap positive or negative. It should work more like a compass, pointing you toward what to focus on and what to do next.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">So let\u2019s take a look at the three most common scenarios and how to respond in each.<\/p>\n\n\n\n<h3 id=\"sov-over-som\" class=\"wp-block-heading\">SOV &gt; SOM: your visibility is ahead of your market position<\/h3>\n\n\n\n<p class=\"wp-block-paragraph\">Say you hold 12% of the market but account for 18% of the share of voice.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">That\u2019s generally an <strong>encouraging position to be in<\/strong>. Your brand is getting more attention than its current market share would suggest, giving you room to grow.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">But there\u2019s one pitfall. <strong>More visibility doesn\u2019t automatically mean better visibility<\/strong>.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">If you\u2019re measuring SOV through online mentions, for example, then a crisis, product issue, or wave of negative reviews <strong>could push your share of voice up for all the wrong reasons<\/strong>.&nbsp;<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">The earlier smartphone comparison is a good example of why sentiment matters here. <\/p>\n\n\n\n<p class=\"wp-block-paragraph\">As you may remember, <strong>Xiaomi had the second-highest online SOV in the group<\/strong>, accounting for 28% of mentions and 27% of estimated reach.<\/p>\n\n\n\n<figure data-wp-context=\"{&quot;imageId&quot;:&quot;6accf59fc4ea7&quot;}\" data-wp-interactive=\"core\/image\" data-wp-key=\"6accf59fc4ea7\" class=\"wp-block-image aligncenter size-large wp-lightbox-container\"><img loading=\"lazy\" decoding=\"async\" width=\"1140\" height=\"712\" data-wp-class--hide=\"state.isContentHidden\" data-wp-class--show=\"state.isContentVisible\" data-wp-init=\"callbacks.setButtonStyles\" data-wp-on--click=\"actions.showLightbox\" data-wp-on--load=\"callbacks.setButtonStyles\" data-wp-on--pointerdown=\"actions.preloadImage\" data-wp-on--pointerenter=\"actions.preloadImageWithDelay\" data-wp-on--pointerleave=\"actions.cancelPreload\" data-wp-on-window--resize=\"callbacks.setButtonStyles\" src=\"https:\/\/brand24.com\/blog\/app\/uploads\/2026\/10\/Comparison-overview-1140x712.jpg\" alt=\"Smartphone brand comparison in Brand24: Apple leads on most metrics, including 1M total mentions, 5.8B social media reach and 8M AVE.\" class=\"wp-image-185812\" srcset=\"https:\/\/brand24.com\/blog\/app\/uploads\/2026\/10\/Comparison-overview-1140x712.jpg 1140w, https:\/\/brand24.com\/blog\/app\/uploads\/2026\/10\/Comparison-overview-18x12.jpg 18w, https:\/\/brand24.com\/blog\/app\/uploads\/2026\/10\/Comparison-overview-300x187.jpg 300w, https:\/\/brand24.com\/blog\/app\/uploads\/2026\/10\/Comparison-overview-248x155.jpg 248w, https:\/\/brand24.com\/blog\/app\/uploads\/2026\/10\/Comparison-overview-90x56.jpg 90w, https:\/\/brand24.com\/blog\/app\/uploads\/2026\/10\/Comparison-overview.jpg 1200w\" sizes=\"auto, (max-width: 1140px) 100vw, 1140px\" \/><button\n\t\t\tclass=\"lightbox-trigger\"\n\t\t\ttype=\"button\"\n\t\t\taria-haspopup=\"dialog\"\n\t\t\tdata-wp-bind--aria-label=\"state.thisImage.triggerButtonAriaLabel\"\n\t\t\tdata-wp-init=\"callbacks.initTriggerButton\"\n\t\t\tdata-wp-on--click=\"actions.showLightbox\"\n\t\t\tdata-wp-style--right=\"state.thisImage.buttonRight\"\n\t\t\tdata-wp-style--top=\"state.thisImage.buttonTop\"\n\t\t>\n\t\t\t<svg xmlns=\"http:\/\/www.w3.org\/2000\/svg\" width=\"12\" height=\"12\" fill=\"none\" viewBox=\"0 0 12 12\">\n\t\t\t\t<path fill=\"#fff\" d=\"M2 0a2 2 0 0 0-2 2v2h1.5V2a.5.5 0 0 1 .5-.5h2V0H2Zm2 10.5H2a.5.5 0 0 1-.5-.5V8H0v2a2 2 0 0 0 2 2h2v-1.5ZM8 12v-1.5h2a.5.5 0 0 0 .5-.5V8H12v2a2 2 0 0 1-2 2H8Zm2-12a2 2 0 0 1 2 2v2h-1.5V2a.5.5 0 0 0-.5-.5H8V0h2Z\" \/>\n\t\t\t<\/svg>\n\t\t<\/button><figcaption class=\"wp-element-caption\">A comparison overview of key metrics for Apple, Xiaomi, Samsung, OPPO, vivo and Huawei.<\/figcaption><\/figure>\n\n\n\n<p class=\"wp-block-paragraph\">But once I looked beyond the headline number, the picture became much less rosy. <strong>16% of Xiaomi\u2019s mentions were negative<\/strong>, compared with 11% positive, and negative mentions outnumbered positive ones overall: 103K vs. 69K.<\/p>\n\n\n\n<figure data-wp-context=\"{&quot;imageId&quot;:&quot;6accf59fc53d1&quot;}\" data-wp-interactive=\"core\/image\" data-wp-key=\"6accf59fc53d1\" class=\"wp-block-image aligncenter size-large wp-lightbox-container\"><img loading=\"lazy\" decoding=\"async\" width=\"1140\" height=\"536\" data-wp-class--hide=\"state.isContentHidden\" data-wp-class--show=\"state.isContentVisible\" data-wp-init=\"callbacks.setButtonStyles\" data-wp-on--click=\"actions.showLightbox\" data-wp-on--load=\"callbacks.setButtonStyles\" data-wp-on--pointerdown=\"actions.preloadImage\" data-wp-on--pointerenter=\"actions.preloadImageWithDelay\" data-wp-on--pointerleave=\"actions.cancelPreload\" data-wp-on-window--resize=\"callbacks.setButtonStyles\" src=\"https:\/\/brand24.com\/blog\/app\/uploads\/2026\/10\/Sentiment-overview-of-Xiaomi-1140x536.jpg\" alt=\"Xiaomi sentiment chart from 8 September to 8 October 2026: negative mentions outpaced positive on most days, peaking on 6 October at 4,822 negative vs 2,637 positive.\" class=\"wp-image-185810\" srcset=\"https:\/\/brand24.com\/blog\/app\/uploads\/2026\/10\/Sentiment-overview-of-Xiaomi-1140x536.jpg 1140w, https:\/\/brand24.com\/blog\/app\/uploads\/2026\/10\/Sentiment-overview-of-Xiaomi-18x8.jpg 18w, https:\/\/brand24.com\/blog\/app\/uploads\/2026\/10\/Sentiment-overview-of-Xiaomi-640x300.jpg 640w, https:\/\/brand24.com\/blog\/app\/uploads\/2026\/10\/Sentiment-overview-of-Xiaomi-300x141.jpg 300w, https:\/\/brand24.com\/blog\/app\/uploads\/2026\/10\/Sentiment-overview-of-Xiaomi-170x80.jpg 170w, https:\/\/brand24.com\/blog\/app\/uploads\/2026\/10\/Sentiment-overview-of-Xiaomi-248x117.jpg 248w, https:\/\/brand24.com\/blog\/app\/uploads\/2026\/10\/Sentiment-overview-of-Xiaomi-90x42.jpg 90w, https:\/\/brand24.com\/blog\/app\/uploads\/2026\/10\/Sentiment-overview-of-Xiaomi.jpg 1200w\" sizes=\"auto, (max-width: 1140px) 100vw, 1140px\" \/><button\n\t\t\tclass=\"lightbox-trigger\"\n\t\t\ttype=\"button\"\n\t\t\taria-haspopup=\"dialog\"\n\t\t\tdata-wp-bind--aria-label=\"state.thisImage.triggerButtonAriaLabel\"\n\t\t\tdata-wp-init=\"callbacks.initTriggerButton\"\n\t\t\tdata-wp-on--click=\"actions.showLightbox\"\n\t\t\tdata-wp-style--right=\"state.thisImage.buttonRight\"\n\t\t\tdata-wp-style--top=\"state.thisImage.buttonTop\"\n\t\t>\n\t\t\t<svg xmlns=\"http:\/\/www.w3.org\/2000\/svg\" width=\"12\" height=\"12\" fill=\"none\" viewBox=\"0 0 12 12\">\n\t\t\t\t<path fill=\"#fff\" d=\"M2 0a2 2 0 0 0-2 2v2h1.5V2a.5.5 0 0 1 .5-.5h2V0H2Zm2 10.5H2a.5.5 0 0 1-.5-.5V8H0v2a2 2 0 0 0 2 2h2v-1.5ZM8 12v-1.5h2a.5.5 0 0 0 .5-.5V8H12v2a2 2 0 0 1-2 2H8Zm2-12a2 2 0 0 1 2 2v2h-1.5V2a.5.5 0 0 0-.5-.5H8V0h2Z\" \/>\n\t\t\t<\/svg>\n\t\t<\/button><figcaption class=\"wp-element-caption\">A sentiment overview of Xiaomi mentions.<\/figcaption><\/figure>\n\n\n\n<p class=\"wp-block-paragraph\">So, a strong SOV number on its own doesn\u2019t necessarily mean your brand is winning the market conversation. <\/p>\n\n\n\n<p class=\"wp-block-paragraph\">You still need to know <strong>why people are talking about you<\/strong> and what that attention means for your brand reputation.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Before you treat that 6-point gap as a win, look at what\u2019s driving it, what people are saying, and whether the increase lasts.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">If the visibility looks healthy and the gap holds over the next few measurement periods, SOM may start to follow.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>Action steps<\/strong>:<\/p>\n\n\n<style>.acf-numeric-list__list{list-style:none;padding:0;margin:0}.acf-numeric-list__item{display:grid;grid-template-columns:1.875rem 1fr;grid-template-rows:1fr;align-items:center;gap:1.5625rem;margin-bottom:.9375rem}.acf-numeric-list__item:last-child{margin-bottom:0}.acf-numeric-list__number{background-color:#00ef88;color:#000;border-radius:50%;width:1.875rem;height:1.875rem;display:flex;align-items:center;justify-content:center;font-weight:600}<\/style><div class=\"acf-numeric-list\">\n    <ul class=\"acf-numeric-list__list\">\n                    <li class=\"acf-numeric-list__item\">\n                <span class=\"acf-numeric-list__number\">1<\/span>\n                <span class=\"acf-numeric-list__text\">Check the context behind the increase. If you\u2019re using mention-based SOV, look at sentiment, recurring topics, industry trends, and the social media conversations driving the spike.<\/span>\n            <\/li>\n                    <li class=\"acf-numeric-list__item\">\n                <span class=\"acf-numeric-list__number\">2<\/span>\n                <span class=\"acf-numeric-list__text\">Break your SOV down by channel. See whether the advantage is coming from search, social, PR, advertising, AI visibility, or a mix of several sources.<\/span>\n            <\/li>\n                    <li class=\"acf-numeric-list__item\">\n                <span class=\"acf-numeric-list__number\">3<\/span>\n                <span class=\"acf-numeric-list__text\">See whether the increase holds over time. Compare several measurement periods to see if your visibility stays ahead of your market share, or if the gap disappears once a campaign, event, or news spike passes.<\/span>\n            <\/li>\n                    <li class=\"acf-numeric-list__item\">\n                <span class=\"acf-numeric-list__number\">4<\/span>\n                <span class=\"acf-numeric-list__text\">Double down on the channels producing valuable visibility. If one area is consistently driving relevant attention, put more effort or investment into it.<\/span>\n            <\/li>\n                    <li class=\"acf-numeric-list__item\">\n                <span class=\"acf-numeric-list__number\">5<\/span>\n                <span class=\"acf-numeric-list__text\">Watch what happens to SOM next. If SOV stays ahead but market share doesn\u2019t move, visibility may not be the problem. It may be worth taking a closer look at conversion, pricing, distribution, or product fit.<\/span>\n            <\/li>\n            <\/ul>\n<\/div>\n\n\n\n<h3 id=\"sov-equal-to-som\" class=\"wp-block-heading\">SOV \u2248 SOM: your visibility matches your current position<\/h3>\n\n\n\n<p class=\"wp-block-paragraph\">If you have 15% SOV and around 15% SOM, your share of attention is roughly in line with the share of the market you already hold.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">That is neither good nor bad. <strong>What matters is whether the balance is stable<\/strong>.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">If both numbers are holding steady and competitors aren\u2019t gaining ground, there may be little reason to change course.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">But if a competitor\u2019s SOV is climbing while yours stays flat, that balance could look very different a few months from now.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>Action steps<\/strong>:<\/p>\n\n\n<div class=\"acf-numeric-list\">\n    <ul class=\"acf-numeric-list__list\">\n                    <li class=\"acf-numeric-list__item\">\n                <span class=\"acf-numeric-list__number\">1<\/span>\n                <span class=\"acf-numeric-list__text\">Treat your current SOV as a benchmark. Track it consistently so you can quickly spot when your visibility starts moving away from your market position.<\/span>\n            <\/li>\n                    <li class=\"acf-numeric-list__item\">\n                <span class=\"acf-numeric-list__number\">2<\/span>\n                <span class=\"acf-numeric-list__text\">Keep an eye on competitor SOV, too. Your own percentage can stay flat while a competitor quietly gains ground.<\/span>\n            <\/li>\n                    <li class=\"acf-numeric-list__item\">\n                <span class=\"acf-numeric-list__number\">3<\/span>\n                <span class=\"acf-numeric-list__text\">Watch for competitors whose SOV starts pulling ahead of their SOM. That can be an early sign they\u2019re becoming a more serious player in the market.<\/span>\n            <\/li>\n                    <li class=\"acf-numeric-list__item\">\n                <span class=\"acf-numeric-list__number\">4<\/span>\n                <span class=\"acf-numeric-list__text\">Investigate sudden shifts by channel. If the balance changes, check whether it\u2019s coming from search, social, PR, advertising, or AI visibility before deciding how to respond.<\/span>\n            <\/li>\n            <\/ul>\n<\/div>\n\n\n\n<h3 id=\"sov-under-som\" class=\"wp-block-heading\">SOV &lt; SOM: your market position is stronger than your visibility<\/h3>\n\n\n\n<p class=\"wp-block-paragraph\">Now flip it around. You hold 20% of the market but only 13% share of voice.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Your sales position may still look healthy, but <strong>you\u2019re losing some of the attention around the category<\/strong>.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">That doesn\u2019t automatically mean trouble.&nbsp;<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">A short-term dip could, for example, come from your decision to reduce campaign activity. But if your SOV continues to decline while competitors gain visibility, it\u2019s time to take action.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>Action steps<\/strong>:<\/p>\n\n\n<div class=\"acf-numeric-list\">\n    <ul class=\"acf-numeric-list__list\">\n                    <li class=\"acf-numeric-list__item\">\n                <span class=\"acf-numeric-list__number\">1<\/span>\n                <span class=\"acf-numeric-list__text\">Break down your SOV by channel to see where the gap is coming from. Check search, social, PR, advertising, AI visibility, or whichever channels matter most to your market.<\/span>\n            <\/li>\n                    <li class=\"acf-numeric-list__item\">\n                <span class=\"acf-numeric-list__number\">2<\/span>\n                <span class=\"acf-numeric-list__text\">Identify which competitors are gaining the visibility you\u2019re losing. Compare your SOV with theirs within the same channel and timeframe, then look at what\u2019s driving the shift. In social listening, that might mean more mentions or reach across social platforms; in search, stronger rankings and visibility; in AI, more appearances across the prompts you track.<\/span>\n            <\/li>\n                    <li class=\"acf-numeric-list__item\">\n                <span class=\"acf-numeric-list__number\">3<\/span>\n                <span class=\"acf-numeric-list__text\">Check whether the gap is temporary or widening over several measurement periods. Put your current SOV and SOM next to the previous month or quarter, then repeat the comparison over time.<\/span>\n            <\/li>\n                    <li class=\"acf-numeric-list__item\">\n                <span class=\"acf-numeric-list__number\">4<\/span>\n                <span class=\"acf-numeric-list__text\">Prioritize the areas where the decline is both meaningful and fixable. <\/span>\n            <\/li>\n                    <li class=\"acf-numeric-list__item\">\n                <span class=\"acf-numeric-list__number\">5<\/span>\n                <span class=\"acf-numeric-list__text\">Build your response around the cause. That might mean strengthening SEO content, increasing PR activity, placing more weight on brand campaigns, or improving your presence in AI-generated search results.<\/span>\n            <\/li>\n                    <li class=\"acf-numeric-list__item\">\n                <span class=\"acf-numeric-list__number\">6<\/span>\n                <span class=\"acf-numeric-list__text\">Keep measuring SOV alongside SOM after making changes. You\u2019re looking for the visibility gap to start closing without losing the market share you\u2019re trying to protect.<\/span>\n            <\/li>\n            <\/ul>\n<\/div>\n\n\n\n<h2 id=\"conclusion\" class=\"wp-block-heading\">Conclusion: Which metric should your business prioritize?<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">I wouldn\u2019t give SOV and SOM equal weight in every situation. The one I\u2019d prioritize depends on whether you\u2019re trying to understand your current position or change it.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">SOM is the stronger metric for judging overall commercial performance. <\/p>\n\n\n\n<p class=\"wp-block-paragraph\">SOV comes into play when you\u2019re looking for earlier signs of competitive movement \u2013 especially when you\u2019re actively trying to grow, enter a market, or defend your position.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>Here\u2019s how I\u2019d look at it<\/strong>:<\/p>\n\n\n\n<figure class=\"wp-block-table is-style-comparison-table\"><table><thead><tr><th>Business situation<\/th><th><strong>Prioritize<\/strong><\/th><th><strong>Why<\/strong><\/th><\/tr><\/thead><tbody><tr><td>You\u2019ve just entered a new market and don\u2019t have a meaningful sales share yet<\/td><td>SOV<\/td><td><br>SOM won\u2019t tell you much at this stage. SOV gives you an earlier read on whether the brand is starting to break through against established competitors.<\/td><\/tr><tr><td>You\u2019ve increased your marketing investment and want to know whether it\u2019s gaining traction before sales catch up<\/td><td>SOV (+ ESOV)<\/td><td><br>If visibility starts moving ahead of SOM and stays there, that can be an early sign that the extra investment is strengthening your competitive position.<\/td><\/tr><tr><td>You\u2019re a category leader, but a smaller competitor is rapidly gaining attention<\/td><td>SOM + SOV<\/td><td><br>SOM will show whether they\u2019re actually gaining market share, while SOV will show how quickly they\u2019re building visibility. Together, they\u2019ll help you tell whether it\u2019s just a burst of buzz or a competitor that\u2019s genuinely starting to gain ground.<\/td><\/tr><tr><td>You\u2019re cutting marketing spend and want to know how far you can go without weakening the brand<\/td><td>SOM + SOV<\/td><td><br>SOM will show whether your market share is holding, while SOV will show whether reduced marketing activity is starting to cost you visibility before that decline reaches sales.<\/td><\/tr><tr><td>You need to report business performance to leadership<\/td><td>SOM<\/td><td><br>It\u2019s the clearer measure of commercial position. SOV works best as a context for explaining where competitive pressure or future movement may be coming from.<\/td><\/tr><\/tbody><\/table><\/figure>\n\n\n\n<p class=\"wp-block-paragraph\">Share of market is ultimately the business outcome. Share of voice is one of the signals that can help you understand what may influence that outcome.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">So rather than choosing one metric and ignoring the other, <strong>match them to the decision in front of you<\/strong>.&nbsp;<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Use SOM to assess commercial position, SOV to track competitive visibility, and the relationship between the two to decide where your attention \u2013 and budget \u2013 might be needed next.<\/p>\n\n\n\n<div class=\"acf-simple-cta acf-simple-cta--primary acf-simple-cta--no-icon\">\n    <div class=\"acf-simple-cta__wrapper\">\n        <div class=\"acf-simple-cta__row\">\n            <div class=\"acf-simple-cta__content\">\n                                                    <div class=\"acf-simple-cta__title\">Find out how your SOV compares to your market share!<\/div>\n                            <\/div>\n                            <a href=\"https:\/\/app.brand24.com\/user\/register-account\/?custom_form=582\" class=\"acf-simple-cta__btn\" target=\"\">Start Trial!<\/a>\n                    <\/div>\n    <\/div>\n<\/div>\n\n\n\n<div class=\"wp-block-b24-faq b24-faq\"><h2 class=\"b24-faq__header\">FAQ<\/h2><div class=\"b24-faq__items\">\n<div class=\"wp-block-b24-faq-item b24-faq__item\"><h3 class=\"b24-faq__question\"><button class=\"b24-faq__toggle\" type=\"button\" aria-expanded=\"false\"><span class=\"b24-faq__question-text\">Does a higher share of voice lead to a higher market share?<\/span><span class=\"b24-faq__toggle-icon-container\" aria-hidden=\"true\"><span class=\"b24-faq__toggle-icon\" aria-hidden=\"true\"><\/span><\/span><\/button><\/h3><div class=\"b24-faq__answer\">\n<p class=\"wp-block-paragraph\">It can, but it\u2019s not guaranteed. Research has linked positive ESOV with future market share growth, especially when the visibility advantage is sustained over time.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">SOV works best as an early signal rather than a promise. If visibility keeps growing but market share doesn\u2019t follow, the issue may lie elsewhere \u2013 for example, in conversion, pricing, distribution, or product fit.<\/p>\n<\/div><\/div>\n\n\n\n<div class=\"wp-block-b24-faq-item b24-faq__item\"><h3 class=\"b24-faq__question\"><button class=\"b24-faq__toggle\" type=\"button\" aria-expanded=\"false\"><span class=\"b24-faq__question-text\">How often should you compare SOV and SOM?<\/span><span class=\"b24-faq__toggle-icon-container\" aria-hidden=\"true\"><span class=\"b24-faq__toggle-icon\" aria-hidden=\"true\"><\/span><\/span><\/button><\/h3><div class=\"b24-faq__answer\">\n<p class=\"wp-block-paragraph\">It depends mainly on how often reliable market share data is available for your niche.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">If SOM can be measured monthly, then a monthly comparison of SOV vs. SOM will give a useful ongoing view.&nbsp;<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">If your market data is measured quarterly, compare SOV and SOM on the same schedule, while monitoring your own SOV between those check-ins for major shifts.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">The important part is consistency. One comparison shows where things stand, while repeated measurements show where they\u2019re moving.<\/p>\n<\/div><\/div>\n\n\n\n<div class=\"wp-block-b24-faq-item b24-faq__item\"><h3 class=\"b24-faq__question\"><button class=\"b24-faq__toggle\" type=\"button\" aria-expanded=\"false\"><span class=\"b24-faq__question-text\">How do you calculate Excess Share of Voice (ESOV)?<\/span><span class=\"b24-faq__toggle-icon-container\" aria-hidden=\"true\"><span class=\"b24-faq__toggle-icon\" aria-hidden=\"true\"><\/span><\/span><\/button><\/h3><div class=\"b24-faq__answer\">\n<p class=\"wp-block-paragraph\">Subtract share of market from share of voice:<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">ESOV = SOV \u2013 SOM<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">So, if your SOV is 18% and SOM is 12%, ESOV is +6 percentage points. If SOV is 9% and SOM is 12%, ESOV is \u20133 percentage points.<\/p>\n<\/div><\/div>\n\n\n\n<div class=\"wp-block-b24-faq-item b24-faq__item\"><h3 class=\"b24-faq__question\"><button class=\"b24-faq__toggle\" type=\"button\" aria-expanded=\"false\"><span class=\"b24-faq__question-text\">Which is more important: share of voice or share of market?<\/span><span class=\"b24-faq__toggle-icon-container\" aria-hidden=\"true\"><span class=\"b24-faq__toggle-icon\" aria-hidden=\"true\"><\/span><\/span><\/button><\/h3><div class=\"b24-faq__answer\">\n<p class=\"wp-block-paragraph\">It depends on the decision you\u2019re making.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Prioritize the share of market when you want to measure commercial performance. For example, how much of the category your brand currently owns, or whether sales share is growing.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Focus on share of voice for an early read on competitive momentum. For example, whether your brand is gaining visibility, whether a challenger is starting to break through, or whether reduced marketing activity is costing you attention.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">For growth and competitive planning, the two are most useful together: SOM shows where the brand stands now, while SOV helps show whether that position is being strengthened or challenged.<\/p>\n<\/div><\/div>\n<\/div><\/div>\n","protected":false},"excerpt":{"rendered":"<p>Your SOM shows where you stand today. Your SOV can hint at where you\u2019re heading next. Compare the two and see whether your brand is gaining ground!<\/p>\n","protected":false},"author":101,"featured_media":0,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":"","_links_to":"","_links_to_target":""},"categories":[3951],"tags":[],"class_list":["post-185794","post","type-post","status-publish","format-standard","hentry","category-media-monitoring"],"acf":[],"aioseo_notices":[],"aioseo_head":"\n\t\t<!-- All in One SEO 5.0.3 - aioseo.com -->\n\t<meta name=\"description\" content=\"Learn how share of voice and market share work together, spot early signs of growth, and see when your brand may be gaining or losing ground.\" \/>\n\t<meta name=\"robots\" content=\"max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n\t<meta name=\"author\" content=\"Jagoda Winciorek\"\/>\n\t<link rel=\"canonical\" href=\"https:\/\/brand24.com\/blog\/share-of-voice-vs-share-of-market\/\" \/>\n\t\t<meta name=\"generator\" content=\"All in One SEO (AIOSEO) 5.0.3\" \/>\n\t\t<meta property=\"og:locale\" content=\"en_US\" \/>\n\t\t<meta property=\"og:site_name\" content=\"Brand24 Blog\" \/>\n\t\t<meta property=\"og:type\" content=\"article\" \/>\n\t\t<meta property=\"og:title\" content=\"Share of Voice vs. Share of Market: The 2026 Guide | Brand24\" \/>\n\t\t<meta property=\"og:description\" content=\"Learn how share of voice and market share work together, spot early signs of growth, and see when your brand may be gaining or losing ground.\" \/>\n\t\t<meta property=\"og:url\" content=\"https:\/\/brand24.com\/blog\/share-of-voice-vs-share-of-market\/\" \/>\n\t\t<meta property=\"og:image\" content=\"https:\/\/brand24.com\/blog\/wp-content\/uploads\/2019\/01\/og_fb.png\" \/>\n\t\t<meta property=\"og:image:secure_url\" content=\"https:\/\/brand24.com\/blog\/wp-content\/uploads\/2019\/01\/og_fb.png\" \/>\n\t\t<meta property=\"article:published_time\" content=\"2026-10-12T11:06:36+00:00\" \/>\n\t\t<meta property=\"article:modified_time\" content=\"2026-10-10T18:32:21+00:00\" \/>\n\t\t<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n\t\t<meta name=\"twitter:title\" content=\"Share of Voice vs. Share of Market: The 2026 Guide | Brand24\" \/>\n\t\t<meta name=\"twitter:description\" content=\"Learn how share of voice and market share work together, spot early signs of growth, and see when your brand may be gaining or losing ground.\" \/>\n\t\t<meta name=\"twitter:image\" content=\"https:\/\/brand24.com\/blog\/wp-content\/uploads\/2019\/01\/og_fb.png\" \/>\n\t\t<script type=\"application\/ld+json\" class=\"aioseo-schema\">\n\t\t\t{\"@context\":\"https:\\\/\\\/schema.org\",\"@graph\":[{\"@type\":\"Article\",\"@id\":\"https:\\\/\\\/brand24.com\\\/blog\\\/share-of-voice-vs-share-of-market\\\/#article\",\"name\":\"Share of Voice vs. Share of Market: The 2026 Guide | Brand24\",\"headline\":\"Share of Voice vs. Share of Market: What\\u2019s the Difference? 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