1. Arcalea Knowledge Base
  2. Marketing & Advertising Approach

What is the Advertising Intensiveness Curve?

The Advertising Intensive Curve states that brands with a large market share fund a lower Share of Voice (SOV) than their Share of Market (SOM).

First identified by John Philip Jones in the late 1980s, the Advertising Intensiveness Curve revealed that dominant brands funded less advertising compared to their market share, and that challenger brands funded a much higher share compared to their smaller market share.

SOV Curve

Importantly, a dominant brand (i.e., with significant market share) could afford to spend less in advertising (i.e., SOV) than a challenger brand.  A dominant brand could spend less without losing market share, while a challenger brand would lose market share if it spent the same percentage less as a dominant brand.


Learn more about Share of Voice (SOV) here.