Share of Voice

How much of the AI conversation your brand owns.

Overview

The Share of Voice Score measures the percentage of your brand mentions compared to the total mentions of all tracked brands across AI responses.

It answers a simple question: How much of the total conversation do we own?

While Visibility tells you whether your brand appears, Share of Voice tells you how dominant your brand is whenever AI models mention brands in the response set.

How Share of Voice is calculated

The metric is calculated by taking your total brand mentions across the full response set and dividing it by the total mentions of all tracked brands:

How Share of Voice Differs from Visibility

Visibility and Share of Voice are closely related, but they measure different things.

• Visibility shows how often your brand appears in AI responses

• Share of Voice shows how much of the total brand conversation belongs to your brand

For example:

• Your brand could appear in many responses and still have a lower Share of Voice if competitors are mentioned more often

• Two brands can have similar Visibility, but one may own more of the conversation because it is mentioned more frequently

This is why Share of Voice adds an important competitive layer beyond simple presence.

Why Share of Voice matters

1. Measuring True Dominance

• Depth over Breadth: High visibility alone isn't enough. If both you and a competitor appear in 70% of AI-generated answers, but they are mentioned 3 times per response while you are mentioned only once, their Share of Voice is significantly higher.

• Conversation Ownership: A higher SOV means your brand is dominating the context and is "owning" the conversation more strongly than your competitors.

2. Contextualizing Competitor Performance

• Relative Impact: It allows you to track exactly how much real estate you are giving up to competitors when you share the stage in a single AI output.

How to Interpret Share of Voice Score

• Higher is better

• A higher score means your brand accounts for a larger share of total mentions

• A lower score means competitors are being mentioned more often than you

A strong Share of Voice Score suggests your brand is not just present, but influential in the response set.

Example

If there are 10 total mentions of tracked brands across AI responses and your brand is mentioned 3 times, your Share of Voice Score is 30%.

That means your brand owns 30% of the total AI conversation across those tracked brand mentions.

Edge Case

Why is Share of Voice sometimes 0% and sometimes “-”?

Share of Voice only applies when at least one tracked brand appears in the response.

When Share of Voice is 0%

A Share of Voice of 0% means tracked brands were mentioned in the response, but your brand was not one of them.

So if a competitor appears, but your brand does not, your Share of Voice is: 0 / Total mentions = 0%

When Share of Voice is “-”

A “-” means Share of Voice is not applicable for that response.

This happens when none of the tracked brands appear at all in the response. Since there are no tracked brand mentions in the denominator, the metric cannot be calculated.

Example

• Response 1: A competitor is mentioned, but your brand is not → Share of Voice = 0%

• Response 2: No tracked brands are mentioned at all → Share of Voice = “-”

Why this distinction matters

This helps you separate two very different situations:

• 0% = you lost the conversation to another tracked brand

• “-” = there was no relevant tracked brand conversation to measure

Frequently Asked Questions (FAQ)