The Institute of Practitioners in Advertising (IPA), the UK’s leading professional body for advertising, media and marketing communications agencies, commissioned Nielsen to validate and expand upon their findings regarding the relationship between share of voice (SOV) and share of market (SOM).

Historically, global research into the SOV versus SOM dynamic had been conducted by advertising agencies or agencies with a vested interest in this field. Indeed, the IPA’s work was based on cases that had demonstrated profitable growth or achieved a coveted IPA effectiveness award.

A more impartial, up-to-date evaluation was required, focusing on ‘typical’ FMCG advertising, not just the ‘crème de la crème’ of campaigns.

Drawing on Nielsen’s unique data assets, such as EPoS, Nielsen Media Research’s spend data and BuzzMetrics insights, Nikki Clarke, Marketing Mix Consultant, Nielsen UK explores the contribution of SOV, as well as other marketing factors to deliver market share growth and the implications for future media planning.

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