Marketing / Brand
Share of Voice SOV (aka "share of market voice"; paid variant: Impression Share)
Your brand's slice of all the category's advertising or conversation.
The fork, why two teams get different numbers
"The category's total" is computed on incompatible universes.
In the Metric Library
- The full fork, both definitions worked all the way through
- The trap that makes the number lie, on a real export
- Every formula variant, spelled out
- The reconciliation anchor, what to tie it to and when to refuse
Reference: IAB (advertising measurement · reference)