What is ESOV?

A critical metric that determines the level of a brand’s market share growth is its excess share of voice (ESOV), defined as share of voice (SOV) minus share of market (SOM). In other words, if you want to grow your market share you need to overinvest.

  • If you’re spending to equilibrium, then your market share should maintain
  • If you’re spending below equilibrium (negative ESOV) then your share should fall
  • Above equilibrium (positive ESOV) and your share should increase.

Mark Ritson explains this concept further in this video.

Report

Irish Media Landscape

Read More

An illustration that shows the key players working with brand owners within the Irish media and marketing industry.

Report

Media glossary

Read More

A guide to help you understand the most commonly used terms in the media and marketing.