Challenger brands can choose specific relevant platform channels to dominate, creating excess Share of Voice (SOV) to ultimately gain market share.
While SOV was always considered a method of estimating market share, the research of the latter half of the 20th century studied the relationship between SOV and Share of Market (SOM). Brands that had much higher SOV than SOM are considered to have “excess” SOV, or eSOV. These overspends on SOV translate to additional SOM over time: for every 10% eSOV, brands can expect .5 annual market growth. Moreover, aggressively targeting sales and SOV can further increase market share.
Learn more about Share of Voice (SOV) here.