How many ads do people see every day? It’s a hard number to pinpoint, and even harder to figure how many they actually pay attention to, but one thing is for sure: brands that stand alone in the spotlight are easier to notice than those sharing the stage with dozens of their competitors.
Periklanan adalah sebuah kompetisi. Tentu saja, merek ingin menjangkau target audiens mereka, dan melakukannya seefektif mungkin, tetapi mereka juga harus menonjol dari pesaing mereka untuk menarik perhatian, imajinasi, dan dompet konsumen.
That’s where Share of Voice comes in. It’s a crucial metric used by brands around the world to size up their markets, competitors, and plot their next moves, yet it’s often mistrusted or outright misunderstood. Let’s clarify: what is share of voice, what isn’t it, and how can the right data make all the difference?
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A brand’s Share of Voice (SOV) refers to its media spending and is expressed as a percentage of all media expenditures in the category, in that market, on that channel and at that particular point in time.
So it’s not really about the brand’s voice, if we take voice to mean exposures, views, likes, product conversations or more upper-funnel constructs like brand familiarity, awareness or consideration. SOV doesn’t measure the impact of a campaign (there are other tools for that), but whether the campaign has the means to be competitive in the first place. In an ideal world, one would lead to the other (more media dollars, better outcomes) but a lot can go awry along the way: bad timing, poor creatives, poor channel choices, shifty targets, unexpected market changes, the list goes on. By taking any type of outcome out of the equation, SOV can tell marketers if their resources measure up before going into battle.
Penting juga untuk dicatat bahwa sebuah merek mungkin memilih untuk fokus pada SOV-nya di Instagram pada bulan Februari, atau SOV-nya di TV di Phoenix pada minggu menjelang Memorial Day. Angka-angka nasional, 12 bulan, lintas-saluran dapat sangat membantu pada saat anggaran, seperti yang akan kita lihat di bawah ini, tetapi definisi SOV juga bisa sempit. Setiap merek, besar atau kecil, dapat memilih bidang permainannya dan mendefinisikan SOV sesuai keinginannya.
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You may have heard of the SOV rule: SOV and market share (SOM) are tightly connected, and a brand that sets its SOV above its SOM (that is, the brand has extra SOV [ESOV]) is likely to grow in the long term, while a brand that sets its SOV below its SOM is more likely to decline. Some researchers even ventured to quantify the correlation: Binet and Field, for instance, studied 171 campaigns across top categories between 1980 and 2010 and established that a brand’s SOM typically gained 0.5% for every 10% in ESOV.
Many practitioners have pointed to variations by channel and industry, differences between small, medium and large brands, long-term effects, cross-channel effects, or even the impact on a brand’s price elasticity. There are many nuances but the bottom line is this: SOV is and remains an invaluable resource for marketers planning their media budgets.
We’re big fans of SOV at Nielsen, and our Ad Intel clients have long had access to timely and comprehensive advertising intelligence to analyze spending trends and decode their competitors’ media strategies. To make these powerful insights available to a wider range of businesses, we just opened an online marketplace with à la carte trend reports and detailed SOV datasets covering millions of brands across all the top industries. Let’s examine a small slice of that data to illustrate the benefits.
SOV mengungkapkan strategi media yang menonjol di antara para peritel furnitur
Peritel saat ini sangat bergantung pada saluran digital untuk menjalankan kampanye pemasaran mereka-bukan hanya peritel online tetapi juga toko fisik seperti Walmart, CVS, atau Gap. Rata-rata pada tahun 2024 (dari November 2023 hingga Oktober 2024), peritel di AS menghabiskan 59% dari anggaran iklan mereka di saluran digital, 29% di TV, 7% di audio, dan sisanya dibagi secara relatif merata antara media cetak dan media luar ruang.
Mari kita persempit: Apa yang dapat dikatakan oleh data Ad Intel Nielsen tentang peritel furnitur, khususnya?
Peritel furnitur AS memiliki bauran media yang jauh lebih tradisional, menghabiskan 64% dari anggaran iklan mereka di TV dan 25% di digital. Gambar 1 menunjukkan bahwa alokasi anggaran mereka hampir sama dengan seluruh kategori ritel.
Who were the dominant players? Figure 2 shows that four companies dominated the furniture category with more than half of all media spend in 2024: Wayfair, Sleep Number, Rooms to Go, dan Ashley Furniture. They all had sensibly the same SOV, with IKEA dan La-Z-Boy a distant fifth and sixth with SOVs of 7.8% and 4.5%, respectively.
Namun, bukan berarti mereka memiliki bauran media yang sama. Meskipun alokasi anggaran Wayfair setara dengan kategori ini pada tahun 2024, gambar 3 menunjukkan bahwa Rooms to Go menghabiskan sedikit lebih banyak untuk TV dan lebih banyak lagi untuk media cetak dibandingkan dengan pesaingnya, Ashley menghabiskan lebih banyak untuk media digital, dan Sleep Number untuk media audio.
When we analyze channel-specific SOVs, we can see how much Sleep Number dominated the category in audio, and Rooms to Go in print. Meanwhile, Ashley Furniture led the way on digital channels to reach younger consumers and clearly outspent everyone else outdoors to capture impulse shoppers.
Membalikkan keadaan pada pesaing Anda
Are you ready to use SOV to assess your position in the market, optimize your media strategy, and outsmart your competitors? We’re here to help. The Nielsen Marketplace has the trend reports and granular datasets you need to get started.
Nielsen’s Need to Know reviews the fundamentals of audience measurement and demystifies the media industry’s hottest topics. Read every article here.
