Share of Voice Analysis
Turn raw mention counts into the one number that tells you whether you are winning or losing the conversation. Share of Voice Analysis compares your brand against a named set of competitors and shows your relative position across volume, audience, engagement, sentiment, and premium placement.
What it does
Share of voice is the foundational competitive metric because it converts absolute volume into relative position. The same five thousand mentions can be dominant in one market and a rounding error in another, which is why volume on its own tells you very little in a competitive context. This template calculates your share against two to eight competitors, then decomposes that share by topic, channel, source tier, and platform so you can see not just whether you lead, but exactly where you lead and where you trail. You can also scope the whole analysis to a single battleground topic when overall presence is not the question.
The questions it answers
- What is our share of the conversation against our competitors, and is the gap to the leader widening or closing?
- Where is our share strong and where is it weak: which topics, which channels, which platforms?
- Is our share rising on a sustained basis, falling, holding, or just volatile around a single spike?
- Which journalists cover the whole competitive set, and do any frame our brand differently from the rest?
- Which narratives does the cohort share, and which are distinctive to each player's positioning?
What's in the report
At its heart is the share scoreboard: every player's volume share, audience share, engagement share, sentiment-weighted share, and premium placement share in one table, with your brand listed first. Sentiment-weighted share is the standout, because a player with high volume but heavily negative coverage holds a weaker position than the raw number suggests.
- A share trajectory chart showing how each player's share moved across the period, and whether shifts were broad-based or driven by one or two events.
- A topic-level share view flagging the battlegrounds where you lead, where you trail most, and where you are essentially absent.
- A channel and tier share breakdown, including per-platform engagement share across the major social platforms.
- A journalist overlap table naming the reporters who cover multiple players, with each one's sentiment toward your brand specifically.
- A narrative differentiation view of the phrases the cohort shares versus the ones unique to each player, plus a share momentum table classifying every player as rising, falling, holding, or volatile.
- Signature stories for each player.
Each period is benchmarked against the equal-length period before it, and every finding is cited back to its source coverage.
Who it's for
Communications and marketing teams who report on competitive position and need a defensible share figure rather than a raw mention count. It suits comms leaders tracking position over time, brand teams watching a specific battleground topic, and agencies reporting share to clients against an agreed competitive set.
Why Truescope Analyst
The manual way to produce share of voice is to pull volume for each competitor from separate searches, add them up, and work out the percentages in a spreadsheet, a fiddly process that is easy to get wrong and tedious to repeat each month. It also rarely goes beyond a single headline share number into the topic, channel, and journalist detail that explains the figure. Agencies can produce share reports, but on their cadence and at their cost. General AI tools cannot compute share at all, because they have no access to the cohort's coverage. Share of Voice Analysis reasons across your full media dataset, calculates share consistently across every dimension, weights for sentiment, flags where you are under-represented, and cites every finding. It runs in minutes and is built into your subscription for anyone on the team to use.
Frequently asked questions
How many competitors can I include, and can I focus on one topic?
You can include between two and eight named competitors in the share calculation. You can also scope the entire analysis to a single topic, such as sustainability or regulatory affairs, to measure share on one battleground rather than your overall presence, and you can narrow it to a specific country or region.
What time period does the analysis cover, and does it show momentum?
It covers up to the last 13 months for coverage already in your Truescope inbox, or the last 90 days for global data not yet matched to your workspace. Each period is compared against the equal-length period before it, and a share momentum table classifies whether each player's share is genuinely rising, falling, holding, or just oscillating.
Is this share of my whole industry's coverage?
No. It is share of the coverage matched to the queries you include, so it reflects your chosen competitive set rather than the entire industry, unless those queries are comprehensive. The analysis describes your share position but cannot infer why a player is gaining or losing.
