SOV, or Share of Voice, is a marketing metric that measures the proportion of advertising presence a brand has compared to its competitors within a specific market or medium. It helps businesses understand their visibility and influence in the marketplace, often expressed as a percentage. A higher SOV typically indicates a stronger presence, which can lead to increased brand awareness and sales. Marketers use SOV to assess the effectiveness of their advertising strategies and to identify opportunities for improvement. By analyzing media spend and advertising reach, companies can adjust their campaigns to enhance their competitive position and better engage their target audience.