A brand’s media share of voice is an indicator that assesses its relative visibility in the media compared to its competitors over a given period. If a brand achieves a media share of voice of 10% for a given year, this means it was mentioned in 10% of the content dedicated to its sector, such as articles or reports. This metric is based on mentions obtained organically by the brand, excluding advertising mentions, which are addressed by a separate indicator.

The methodology for assessing media share of voice generally relies on specialized tools and solutions. However, this measurement can encounter various difficulties related to defining the media scope to be considered, the diversity of media outlets taken into account (TV, print, online, radio, etc.), the variability of the platforms and their audiences, as well as the diversity of content formats (quotes, in-depth articles, nominations, etc.) and the tone of the mentions (neutral, positive, negative).

To overcome these challenges, it is possible to adapt the measurement of media share of voice to each medium or to refer to a specific methodology. For example, a ranking based on the calculation of share of voice in the press can be a way to take into account these different nuances and specificities to obtain a more accurate assessment of a brand’s media visibility.