Market analysis as part of media planning and strategy is an essential process for media agencies and marketing departments.
It enables us to understand the environment in which a brand or product evolves, to seize opportunities and respond effectively to the competition.
Two key concepts in this analysis are advertising pressure and share of voice (SOV).
These indicators help assess the visibility and impact of advertising campaigns in the global media landscape.
Advertising pressure
Advertising pressure refers to the intensity and frequency of a brand’s advertising activity over a given period. It is often measured in terms of advertising expenditure, or by the number of advertising impressions generated on the various distribution channels (TV, radio, print, digital, etc.). A high level of advertising pressure can increase brand awareness, reinforce message recall and encourage purchase.
However, excessive pressure can also lead to saturation of the target audience, resulting in a drop in campaign effectiveness. It is therefore crucial to find an optimal balance, by analyzing market saturation thresholds and consumer behaviors, to maximize the return on investment of advertising campaigns.
Share of Voice (SOV)
Share of Voice represents a brand’s share of media visibility in relation to its sector as a whole. This is an indicator of a brand’s relative presence in the media, compared with that of its competitors.
SOV is calculated as a percentage, based on various criteria such as advertising spend, the volume or duration of commercials, and the number of publications or mentions on digital platforms.
A high SOV indicates that a brand dominates the media conversation in its sector, which can translate into high brand awareness and potentially greater market share.
Conversely, a low SOV suggests that the brand needs to step up its advertising efforts to gain visibility and influence.
Importance of competitive analysis
Analysis of SOV and advertising pressure must be complemented by an in-depth competitive analysis. Understanding how competitors allocate their advertising budgets and choose their channels enables us to identify strategic opportunities, such as investing in under-used channels or increasing advertising pressure at key moments.
Optimized media strategy
The aim of this analysis is to develop an optimized media strategy that combines creativity and economic efficiency. This involves selecting the most relevant channels to reach the target audience, determining the ideal timing for campaigns, and allocating the budget in such a way as to maximize SOV without generating saturation.
The aim is to build a media presence that supports the brand’s objectives, whether to increase awareness, boost sales, or improve brand image, while keeping a close eye on competitors’ actions to remain competitive.
Conclusion
Analyzing the market through advertising pressure and share of voice is fundamental to developing an effective media strategy. It requires an in-depth understanding of the market, constant competitive intelligence and the ability to adjust plans quickly to the changing media landscape.
Brands that master these aspects are better equipped to stand out in a saturated competitive environment and make a measurable impact on their target audience.