Competitive intelligence glossary
Share of voice
Share of voice measures a brand's visibility relative to competitors across search, social, ads, or AI answer engines, as a share of mentions.
Originally an advertising-spend metric (what percentage of category ad spend is yours), share of voice has expanded to cover organic mentions, social conversation, search visibility, and now how often an AI assistant cites or names a brand when answering a category question.
Marketing teams track share of voice to see whether investment in content, PR, or advertising is translating into relative visibility, not just absolute growth. A brand can grow its own mentions year over year and still lose share of voice if competitors are growing faster.
The main pitfall is treating share of voice as an end in itself rather than a leading indicator — high visibility with the wrong audience, or on channels that don't convert, doesn't move revenue. It's most useful compared over time and alongside a metric that reflects actual buyer behavior.
Where Dozier fits
Dozier's Radar watches how a defined set of competitors shows up over time — pricing moves, launches, and messaging changes — which is the underlying activity that share-of-voice tracking is trying to contextualize.
See RadarRelated terms
See it applied to your market.
Start with a free Exposure Audit — see your business the way a rival does — then cited findings, ranked moves, and Dozier watching for what changes next.
Browse the full glossary — 10 terms and counting.