What does it mean? This is the percentage of a particular brand or company’s total advertising volume in that product category. The higher the percentage, the larger voice you have in the product’s marketplace.
Why is this important? In a Recession, its important to keep your SOV as high as possible. Continuing to advertise when your competitors are cutting their budgets gives you the opportunity to keep and develop new customers. This keeps you top of mind when the recession is over… giving you the advantage in the marketplace.