Time to get SOV
Voice levels. An average campaign for an average brand can be expected to deliver market share growth of half a percentage point for every 10 points of excess share of voice – ESOV, see below* – according to a study of 123 FMCG brands conducted by the IPA/Nielsen Analytic Consulting.
On average, brand leaders can expect 1.4 percentage points of growth while challenger brands can expect a more modest growth of 0.4 percentage points of share, says the study, How Share of Voice wins Market Share.
“Brands that choose to invest in effective campaigns and correct [share of voice] levels will emerge in a stronger position, in terms of market share and equity,” says Nikki Clarke, market mix consultant, Nielsen:
*ESOV equals the difference between share of voice and share of market
