Share of Voice

Share of Voice (SoV) measures how much of the total brand talk in AI answers is about you. Where Visibility asks "do I appear?", Share of Voice asks "how much of the airtime is mine?".

How share of voice is calculated

Share of Voice = (your mentions / all brand mentions) × 100

• Every occurrence counts. A brand named four times in one answer contributes four mentions, not one. This is the deliberate difference from Visibility.
• The denominator is all tracked brands. Your mentions plus every competitor's mentions across all answers in the period. Share of Voice across your tracked set sums to 100%.

Worked example

Across the period, the tracked brands are mentioned 200 times in total. Your brand accounts for 30 of them.

Share of Voice = 30 / 200 × 100 = 15%

Now compare two brands with identical 25% visibility. One is mentioned once per answer, in passing. The other is named three times per answer — in the intro, in a comparison table and in the recommendation. Same visibility; three times the share of voice. The second brand is the one the assistant is actually recommending.

Why share of voice matters

• It separates a passing mention from an endorsement. Depth of mention is what visibility alone cannot show.
• It is a zero-sum view of the category. Because the tracked set sums to 100%, a rise in your share is always someone's fall — which makes it the clearest competitive metric on the dashboard.
• It reacts faster than visibility. An assistant starting to describe you in more detail moves SoV before it moves visibility.

Reading the number carefully

• The tracked set defines the score. Adding a large competitor to your brand list will lower everyone else's share, even though nothing changed in the answers. Compare periods with the same competitor set.
• Only tracked brands are counted. Brands you have not configured are not part of the denominator, so SoV describes your competitive set, not the entire market.
• Ambiguous names inflate counts. A brand whose name is also a common word can pick up mentions that are not about it. Keep brand and competitor names as specific as the product allows — see Competitors.
• A high SoV with low visibility means you are discussed heavily but only in a narrow slice of prompts. Widen coverage before optimising depth.

Related metrics

• Visibility — whether you appear at all
• Position — how early you are named
• Competitors — managing the tracked set