Video

We Need to Talk About Excess Share of Voice

Speaker: Ben Shepherd, General Manager, Thinkerbell

November 20, 2020

Excess Share of Voice has been positioned as the panacea of market share growth. What has emerged in the past few years is a widely used norm that 10% of excess share of voice will lead to a 1% increase in market share. Whilst there does appear to be a link between share of voice and share of market, an equilibrium, is the claim of excess share leading to share growth as straightforward as it is made out to be? Or is it a welcome easy answer to an increasingly difficult question - how advertising can drive growth.

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