Calculating share of voice (SOV)
Measure the volume of press mentions among competitors through Trends and Coverage Comparison reports
Steven Knollmeyer avatar
Written by Steven Knollmeyer
Updated over a week ago

Share of voice (SOV) is a measure of the number of earned media mentions your brand or client received in a given time compared to competitors. SOV can better inform how much you dominate the conversation in your industry as well as prove the ROI of your team's PR efforts.

So how can you calculate this in Muck Rack?

Running a Trends report is the quickest and easiest way to gather this data as well as generate various visuals to showcase SOV. In Trends, you can input the names of the companies, people, products, or anything else you wish to compare in the various Term fields and click Generate.

You'll see how many articles mention each of the terms you input in the form of a line graph, table, and pie chart -- all of which can be individually exported and color customized as desired.

You can also add Saved Searches to your Trends reports if you are needing to apply additional filters to the article results like Location, Language, and more.

Learn more about building a Trends report here.

Coverage Comparisons

For those needing to comb through all articles individually to handpick the coverage being compared, or for those requiring additional competitor comparison data beyond what is available in Trends, creating a Coverage Comparison report may be the better route for you to calculate SOV.

To create a Coverage Comparison report, you first need to create a Coverage Report for each company or topic you're comparing. You can learn how to build new Coverage Reports here and how to backfill these reports with the appropriate articles that have already been published here.

Once you've compiled a separate Coverage Report with the desired articles for each item you are comparing, you can create a Coverage Comparison report of all of these Coverage Reports by following these steps. In your Coverage Comparison report, you will see similar visuals included in Trends, as well as additional visuals, comparing data like social media impact of this coverage.


Dashboards offer the most flexibility and customization when it comes to calculating Share of Voice. Using the available custom widgets, you can create a Dashboard to showcase your data against competitors and other relevant benchmarks. To create a dashboard, you can use searches, coverage reports, and even pitches as data sources. You can also customize the colors within your widgets for a look that is consistent with your brand. Finally, you can export your dashboard as a presentation to share with stakeholders and clients.

You can learn how to create a Dashboard here and review the available widgets here.

Learn more about how to Analyze Share of Voice in our Muck Rack Academy.

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