There are two ways of thinking of share of voice (SOV): what it means, and how it’s calculated.

What does share of voice mean?

Simply put, share of voice is the percentage of consumers who would recognize the job as one accomplished by products in the category under examination.

A consumer might not mention a job specifically in their review, but the topics ****they use when reviewing products in that category are connected to the job implicitly.

In other words, the higher the SOV, the more relevant a job is to consumers who are reviewing products in that category.

How is share of voice calculated?

Share of voice is calculated by:

1. extracting topics from review verbatims
2. calculating how frequently the same topics or connected topics appear in product reviews in that product category
3. comparing the matching products to the entire category