The Louder You Are, the More You Grow: Why ESOV Still Works

A study from Les Binet and Peter Field found that for every 10-point increase in excess share of voice, brands see around a 0.5% annual market share growth on average. But does this marketing principle still hold true in today's fragmented media landscape?

This week, Elena, Angela, and Rob are joined by VP of Strategy Dan Cleveland to explore excess share of voice (ESOV) and its enduring relevance. They dive into how ESOV correlates with growth, why it's still a valuable planning tool, and what happens when brands let their share of voice slip below market share. Plus, discover why TV remains crucial for building the top-of-funnel awareness that drives long-term brand performance.

Topics covered: 

• [01:00] The history of share of voice and why it matters
• [03:30] How excess share of voice links to market share growth
• [08:00] When ESOV doesn't work (and what that reveals)
• [12:30] Using share of search as a real-time metric
• [16:00] Why top-of-funnel channels drive brand awareness
• [21:00] The risks of underspending compared to your share of market
• [27:00] Practical steps to apply ESOV to your strategy 

 





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Resources:  
2023 IPA Article: https://ipa.co.uk/knowledge/ipa-blog/esov-an-excessive-focus-on-the-wrong-thing/?utm_source=chatgpt.com
 

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