8.2
Excess Share of Voice
The gap between a brand's share of category advertising voice and its share of market, which predicts the direction and rate of share change.
Lineage: Peckham at Nielsen (1970s) → J.P. Jones, HBR (1990) → Binet & Field coined ESOV
What it does
When share of voice exceeds share of market you gain share; below it you lose. Reframes the budget question from an absolute number to a position relative to competitors.
When it breaks
Share-of-voice measurement gets less reliable as media fragments, and the model ignores creative quality entirely. Excess voice for a bad ad buys nothing.
Case
Nielsen analysed 123 brands across 30 categories and found a 10-point gap between share of voice and share of market produced roughly 0.5 percentage points of extra market share growth over a year. Modelled over three years, an investing brand gained 15% share while a disinvesting one lost 20%.
Nielsen · does share of voice matter? ↗In the wild
Unchecked · not part of the tier
What people have written about this tool in the last twelve months. A machine found these and nobody has read them. Everything above this line was checked by hand.
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