← Benchmarks·AWARENESS·DIRECTIONAL

Share of voice (SOV)

Name: B2B and B2C SaaS Growth Benchmarks
Creator: AJ Magnuson
License: https://creativecommons.org/licenses/by/4.0/

Investment-relative-to-size; the classic brand growth lever.

Formula: Brand ad spend (or brand mentions) / total category ad spend (or mentions)
Unit: %
Models: All models

Benchmark

Directional

ALL

Binet & Field: Excess SOV (SOV minus market share) predicts share GROWTH (directional ~0.5pt share/yr per 10pts ESOV). Mention-based SOV (PR / social listening) is the modern substitute - unreliable ad-spend data is exactly why Binet built Share of Search.

Binet & Field, IPA 'Media in Focus'

Sourcing: Directional.

Omega Point BenchmarksAwareness