Share of Voice / Noise

A share of voice is a marketing index which describes the share of contacts that can be achieved in a defined niche, on the market or among an audience. It is calculated from the quotient of net range (number of target-person contacts by own advertisement) and gross range (number of target-person contacts by advertisement in the industry). A share of noise (SON): it indicates which parts of the whole advertising budget in Germany – depending on its own market size, measured by brand recall, – should be spent in order to increase one’s own market presence.

Source

ICV-Statement "Grundmodell für Kommunikations-Controlling"

Internet

[1] http://www.communicationcontrolling.de

[2] http://en.wikipedia.org/wiki/Share_of_voice

First version's author

ICV Work group "Kommunikations-Controlling", leader: Dr. Reimer Stobbe