Glossary A–ZLetter S
Share of voice
Share of voice is the proportion of the total advertising time or volume of a medium or market that belongs to one advertiser.
In digital out-of-home it usually means the share of the loop taken by a spot. It shows how present a brand is compared with others.
If a ten-second spot runs once in a sixty-second loop, it has a share of voice of one sixth. If an advertiser books two such slots, its share doubles. In marketing the term is also used more broadly, for instance as the share of all advertising spend in a sector.
Anyone selling advertising by share should make sure the loop keeps its length. If the loop becomes shorter because slots are free, the share of every spot rises without anyone paying more; if it becomes longer, the share falls below what was promised. A share of the screen says nothing about how many people were watching.