Share of Advertising
The Share of Advertising (SoA) describes the share of your own advertising expenditure in relation to the total advertising expenditure in an industry. This observation always relates to a certain, defined period, e.g. a year or a season. The Share of Voice stands in relation to the Share of Market – if the Share of Market is to be maintained, the SoA should more or less equate to this; if an increase in the Share of Market is aimed at, the SoA should also be above-average. This makes the Share of Advertising a key indicator for media planning.
The Share of Voice describes the share of advertising contacts.