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.


The Paradox Report

A research report on media and marketing in Ireland. It includes data, insights and advice for Irish marketers on navigating a market in flux.


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Time to hit the reset button on dysfunctional media audits.