How does the share of voice planner work?
Borrowed from Military strategy: Lanchester's square law, ESOV
Frederick Lanchester modeled combat between forces and found that strength rises with the square of size when forces can concentrate. Marketers borrow the idea to explain why the larger spender has a disproportionate advantage.
As a rule of thumb from effectiveness research, each 10 points of excess share of voice is linked to about 0.5 points of share growth a year. Treat it as a guide.
Worked example
Rivals spend $80,000 a month in a US category. You spend $20,000, so your share of voice is 20%. Reaching 25% needs $26,667 a month, an increase of $6,667.
How should I read my result?
You are likely to lose share over time. Raise spend or narrow the category.
You hold position. Growth needs excess spend.
You are set to gain. Check that creative quality supports the spend.
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Questions about share of voice planner
How do I find rival spend?
Use ad intelligence tools or estimates from category reports. Treat them as rough.
Is share of voice only paid?
It can include organic and earned mentions. This tool uses spend.
Does this guarantee growth?
No. It is a pattern, not a law for any single brand.