ESOV

ESOV, excess share of voice, is the difference between a brand's share of the category's advertising spend (share of voice) and its market share (share of market). The empirical rule: brands consistently spending above their market share tend to grow, brands below it slowly decline. That makes ESOV one of the few planning anchors linking a budget decision to an expected market-share movement. The relationship is a statistical average with wide variance, not a guarantee, and creative quality determines how much growth each point of ESOV buys. As a thinking tool it forces the question: are we investing enough to defend or grow our position?

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