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.
광고는 경쟁입니다. 브랜드는 당연히 타겟 고객에게 최대한 비용 효율적으로 도달하기를 원하지만, 소비자의 관심과 상상력, 그리고 지갑을 사로잡기 위해서는 경쟁사보다 눈에 띄어야 합니다.
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?
음성 점유율은 실제로 음성에 관한 것이 아닙니다.
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.
또한 브랜드가 2월에 인스타그램의 SOV에 집중하거나, 현충일 직전 주에 피닉스에서 TV의 SOV에 집중할 수 있다는 점도 중요합니다. 아래에서 살펴볼 수 있듯이 전국적으로 12개월 동안의 크로스 채널 수치는 예산 수립 시 매우 유용할 수 있지만, SOV의 정의도 좁을 수 있습니다. 규모에 관계없이 모든 브랜드는 각자의 영역에서 적합하다고 판단되는 분야를 선택하고 SOV를 정의할 수 있습니다.
음성 점유율로 시장 점유율을 높일 수 있습니다.
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.
가구 리테일러들 사이에서 돋보이는 미디어 전략을 공개하는 SOV
오늘날 리테일러들은 온라인 리테일러뿐만 아니라 Walmart, CVS, Gap과 같은 일반 오프라인 매장에서도 마케팅 캠페인을 운영하기 위해 주로 디지털 채널에 의존하고 있습니다. 2024년(2023년 11월~2024년 10월) 미국 리테일러들은 평균적으로 광고 예산의 59%를 디지털 채널에, 29%를 TV에, 7%를 오디오에 지출했으며, 나머지는 인쇄와 옥외에 비교적 균등하게 배분했습니다.
범위를 좁혀 보겠습니다: 닐슨의 Ad Intel 데이터를 통해 가구 리테일러에 대해 구체적으로 무엇을 알 수 있을까요?
미국 가구 리테일러들은 광고 예산의 64%를 TV에, 25%를 디지털에 지출하는 등 전통적인 미디어 믹스가 훨씬 더 많았습니다. 그림 1은 이들의 예산 배분이 전체 리테일 카테고리를 거의 그대로 반영하고 있음을 보여줍니다.
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, 그리고 Ashley Furniture. They all had sensibly the same SOV, with IKEA 그리고 La-Z-Boy a distant fifth and sixth with SOVs of 7.8% and 4.5%, respectively.
하지만 그렇다고 해서 미디어 믹스가 동일하다는 의미는 아닙니다. 2024년 Wayfair의 예산 배분은 이 카테고리와 비슷한 수준이었지만, 그림 3을 보면 룸투고는 동종업체에 비해 TV에 약간 더 많이 지출하고 인쇄에 훨씬 더 많이 지출한 반면, Ashley는 디지털에, Sleep Number는 오디오에 상대적으로 더 많이 지출했습니다.
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.
경쟁사와의 격차를 벌리기
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 닐슨 마켓플레이스 has the trend reports and granular datasets you need to get started.
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