What is Share of Voice?

Share of Voice is your mention instances over every brand’s mention instances: mention_total over brand_mention_total. It puts Mention Rate in competitive context, because an absolute mention rate means little without knowing who else got named.

The IAB requires a provider to disclose two choices that materially change this number: how the competitive category is defined, and how the total mention universe is sized. Senso’s answer to both is the widest possible one — the denominator is every brand the models named, tracked or not, not just your tracked list.

That matters. Dividing by your tracked set instead would pin Share of Voice at 100% for any organization with no tracked competitors. Both counts ship in totals, so you can compute the head-to-head view against your tracked set yourself — knowing it moves whenever you edit the list.