Share of voice (SOV) is a metric used in the context of marketing and advertising to measure the proportion of a particular brand's advertising relative to the total advertising in a given market or category. Share of voice is often used to compare the relative advertising spending or presence of different brands, and can provide insights into the effectiveness of an advertiser's media planning and buying strategy. Share of voice can be calculated using a variety of metrics, such as the number of ads, the amount of ad spend, the amount of ad impressions, or the amount of time or space allocated to an advertiser's ads. Share of voice can be an important factor in an advertiser's decision-making, as it can provide a way to benchmark their advertising efforts against competitors, and can help to identify opportunities to increase their presence and visibility in the market.