"Share of Voice" (SOV) is a marketing metric that measures a brand's presence in the market compared to its competitors. It is calculated by comparing the amount of advertising or media coverage a brand receives to the total amount of advertising or media coverage in a specific category. A higher SOV indicates a stronger presence and can lead to increased brand awareness and sales. SOV is often used in conjunction with other metrics, such as Share of Market and Brand Awareness, to assess a brand's overall performance. By understanding their SOV, companies can make informed decisions about their marketing strategies and allocate resources more effectively to improve their competitive position.