The Relationship Between Market Share and Market Share

Excess share of voice has been around since 1990, and even earlier if you look at the stuff that came out of the US. Inity points out this almost spectacular correlation between market share and share of voice. It can be a great final check to bring clients back to reality when they're often drinking their own Kool-Aid. So what does that mean for marketers? The time thing's important. You only get a percentage point or so on average per year of increased market share.