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To ESOV and Beyond

Extra Share of Voice, mental availability and advertising effectiveness

Exploring ESOV and mental availability

To ESOV and Beyond is a first-of-its-kind industry report co-authored by Robert Brittain and Peter Field for the Advertising Council Australia.

 

It examines the relationship between Extra Share of Voice (ESOV), mental availability and key business metrics, and discusses how advertisers should be setting budgets to support growth and competitive advantage.

What the report explores

This report analyses data from the Australian Effectiveness Database to show why ESOV and mental availability are important considerations in advertising planning and budgeting.

The role of ESOV

ESOV — the extent to which a brand’s share of advertising spend exceeds its share of market — is linked to gains in mental availability and a range of long-term business effects.

 

Mental availability and growth

Building mental availability — the likelihood a brand comes to mind when a buying situation arises — is shown to be critical for brand growth and competitive advantage.

 

Budget and media considerations

The report highlights how media channel choice, creative strength and budget decisions interact with ESOV and effectiveness outcomes.

Buy To ESOV and Beyond

To ESOV and Beyond is available for purchase via the Advertising Council Australia’s industry reports page. The report provides evidence and analysis on ESOV, mental availability and advertising investment strategy.

Buy the report
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