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.
広告は競争である。ブランドは当然、ターゲットとするオーディエンスにリーチし、可能な限り費用対効果の高い方法でそれを実現したいが、消費者の注目と想像力、そして財布の中身をつかむためには、同業他社よりも目立つ必要もある。
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?
声のシェアは本当のニールセンについて ではない
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 ブランド 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.
また、あるブランドが、2月のインスタグラムでのSOVに注目したり、メモリアルデーまでの1週間のフェニックスでのテレビでのSOVに注目したりすることも重要である。後述するように、12ヶ月間の全国的なクロスチャネルの数値は、予算編成時に非常に役立ちますが、SOVの定義は狭い場合もあります。ブランドの大小にかかわらず、すべてのブランドは、そのフィールドを選択し、適切と思われるようにSOVを定義することができます。
音声シェアが市場シェアを押し上げる
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が明らかにした家具小売業者の傑出したメディア戦略
今日の小売企業は、オンライン小売企業だけでなく、ウォルマートやCVS、Gapのような日常的な実店舗でも、マーケティングキャンペーンを実施するために主にデジタルチャネルに依存している。2024年（2023年11月～2024年10月）の平均で、米国の小売企業は広告予算の59％をデジタルチャネルに、29％をテレビに、7％をオーディオに費やし、残りは印刷物と屋外広告に比較的均等に振り分けている。
絞ってみよう：ニールセンのAd Intel データから、家具小売ニールセンについて 具体的に何がわかるだろうか？
米国の家具小売業者は、より伝統的なメディア・ミックスを行っており、広告予算の64％をテレビに、25％をデジタルに費やしていた。図1は、彼らの予算配分が小売業全体のほぼ鏡像であったことを示している。
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, そして Ashley Furniture. They all had sensibly the same SOV, with IKEA そして La-Z-Boy a distant fifth and sixth with SOVs of 7.8% and 4.5%, respectively.
しかし、だからといって同じメディアミックスを行ったわけではない。Wayfairの予算配分は2024年の同カテゴリーと同程度であったが、図3を見ると、Rooms to Goは同業他社に比べてテレビにやや多く、印刷物に多く、Ashleyはデジタルに比較的多く、Sleep Numberはオーディオに費やしている。
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.
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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 ニールセン・マーケットプレイス 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.
