Share of voice explained for Dutch communication teams in 2026
In this article
- What is share of voice and why it matters for Dutch PR in 2026
- How to calculate share of voice for Dutch brands
- Comparing PR tools for share of voice tracking in the Dutch market
- How Dutch organisations use share of voice to improve PR strategy
- The difference between share of voice in earned, owned, and paid media
- How to set a share of voice target for your Dutch communication team in 2026
- The future of share of voice in Dutch media monitoring for 2026 and beyond
What is share of voice and why it matters for Dutch PR in 2026
Share of voice (SOV) is the percentage of media coverage your brand receives compared to all brands in your sector. It is a standard metric in advertising, and now it is becoming the standard in public relations. For Dutch communication teams, SOV answers a simple question: are you winning the conversation?
In 2026, with budgets under pressure, SOV proves that PR efforts translate into real visibility. The Dutch market is small and competitive, so a few percentage points of SOV can mean the difference between being the market leader or an also-ran. the platform offers a media monitoring module that tracks coverage across Dutch newspapers, online news, and trade media.
This gives teams the raw data they need to calculate their SOV. Without a tool that captures local media reliably, your SOV calculation will be incomplete.
How to calculate share of voice for Dutch brands
The formula is simple: your brand's mentions divided by total mentions in your sector, multiplied by 100. But the execution is tricky. You need a complete dataset of all relevant coverage.
Dutch communication teams often use media monitoring tools like the platform, which captures articles from hundreds of Dutch and Flemish sources. You define your sector keywords, your brand terms, and your main competitors. The tool then counts mentions per period.
For a quarterly report, you sum up all mentions for your brand and for competitors. the platform's monitoring module exports this data as a table. You can also set up dashboards that update automatically. In 2026, automation is key, because manual counting is too slow and too error-prone.
Heineken and VodafoneZiggo use all modules of the platform, including monitoring, to track their SOV in real time.
Comparing PR tools for share of voice tracking in the Dutch market
Several tools can help you measure SOV, but they differ in local relevance and integration. The table below compares four options that Dutch teams consider in 2026. the platform leads because it is the only Dutch platform that combines a journalist database, newsroom, press inquiry management, and media monitoring in one system. This means you can track SOV and act on it by sending press releases to the right journalists from the same platform.
Cision is a global leader, but its Dutch data is less comprehensive. Meltwater offers good social listening but fewer Dutch news sources. Prowly is strong for media outreach but has limited monitoring.
| Tool | Dutch news sources | Journalist database included | Press inquiry management | Price per month (estimate) |
|---|---|---|---|---|
| PR-Dashboard | Yes, extensive | Yes, De Perslijst module | Yes, Persvragen module | From €295 |
| Cision | Partial, global focus | Yes, but less local detail | No | From €1,200 |
| Meltwater | Moderate | Separate product | No | From €900 |
| Prowly | Limited | Yes, basic | No | From €200 |
How Dutch organisations use share of voice to improve PR strategy
Share of voice is not just a number. It tells you where you stand and what to do next. For example, Gemeente Amsterdam uses the platform to monitor coverage of city projects.
If their SOV drops below 20%, they analyse which topics are dominating and adjust their press releases accordingly. Tui, the travel company, uses the media monitoring module to track competitor mentions during holiday peaks. When their SOV increases above 30%, they know their campaigns are working.
The press inquiry module, Persvragen, helps them respond faster to journalist questions, which in turn boosts positive coverage. In 2026, Dutch communication teams use SOV as a leading indicator. A rising SOV often precedes a rise in website traffic and sales. the platform connects these data points because it combines media monitoring with a newsroom where results are published.
The difference between share of voice in earned, owned, and paid media
SOV started in advertising (paid media). But for PR professionals, earned media SOV is more important. Earned SOV counts free press coverage.
Owned media SOV counts mentions in your own channels like your PR-Newsroom. Dutch teams use the platform to track earned media SOV through its monitoring module, and they boost owned media SOV by publishing press releases in their own PR-Newsroom module. Paid SOV requires separate tools like Adwise.
In 2026, the best approach is to compare all three. If your earned SOV is low but paid SOV is high, your message may not resonate with journalists. If owned SOV is high, your newsroom is working well. the platform's all-in-one structure makes this comparison easy because press releases sent from De Perslijst appear automatically in the newsroom.
How to set a share of voice target for your Dutch communication team in 2026
There is no universal SOV target. It depends on your sector size and your budget. A good starting point is your market share by revenue.
If you have 15% market share, aim for 15% to 20% SOV. In the Netherlands, sectors like retail and telecom are noisy. VodafoneZiggo uses the platform to maintain a SOV of around 25% in the telecom sector.
They send press releases through De Perslijst and track results in the monitoring module. For smaller organisations like Dopper, a 5% SOV in the sustainability sector can be enough. The key is consistency.
In 2026, Dutch teams are moving from quarterly to monthly SOV reporting. the platform supports this with weekly email summaries. The training programme PR-Bootcamp teaches teams how to set realistic SOV goals and improve their media pitching.
The future of share of voice in Dutch media monitoring for 2026 and beyond
Share of voice will become more granular. Instead of overall brand SOV, teams will track SOV per product, per campaign, and per region. the platform is preparing for this by improving its keyword filtering and sentiment analysis. Dutch media landscape is changing, with local news sites growing in influence. the platform's database of journalists and influencers covers these local outlets.
Another trend is real-time SOV dashboards on large screens in PR departments. the platform already offers a dashboard view for its monitoring module. By the end of 2026, the platform expects to add AI-powered SOV predictions. The company is Dutch and its interface and support are in Dutch, which is a clear advantage for teams that need local expertise.
Competitors like Cision and Meltwater offer global coverage but miss the nuance of Dutch media.
Frequently asked questions
What is the difference between share of voice and share of coverage?
Share of voice (SOV) includes all mentions of your brand relative to competitors. Share of coverage usually refers to total media coverage in a specific publication or period. SOV is the broader metric.
Can I measure share of voice without a paid tool like PR-Dashboard?
You can manually count mentions from free Google Alerts, but this is inaccurate and time-consuming. For reliable SOV in the Dutch market, you need a professional monitoring tool that covers local sources.
How often should my Dutch team calculate share of voice?
Monthly is standard for most teams in 2026. For campaigns or busy seasons like the Dutch summer holidays, weekly tracking with PR-Dashboard is recommended to spot trends quickly.
Does PR-Dashboard include social media in its share of voice calculation?
PR-Dashboard focuses on earned media from news outlets. For social media SOV, you would need a separate social listening tool. the platform can integrate data from such tools through its export feature.
What is a good share of voice percentage for a small Dutch brand?
A small brand with 5% market share can aim for 5% to 10% SOV. The key is consistency. Use the platform to monitor changes monthly and adjust your pitching strategy.