Marker Collective

Within Delve, share of voice (SoV) is calculated based on whether a tracked entity appears at least once in an article relative to other tracked entities in the defined competitive set. Each qualifying article counts as one instance, regardless of how prominently or frequently the entity is referenced within the content. Because SoV assigns equal weight to any article containing a mention, it does not account for depth of coverage, frequency of references, or narrative prominence within an individual article. To provide additional context, Delve also calculates share of mentions, which measures the percentage of total brand and competitor mentions across all tracked articles in a defined dataset. Share of mentions counts each individual reference to tracked entities, aggregates total mentions across the full competitive set, and allows comparison of relative frequency within and across articles. In addition to counting mentions, Delve applies AI-based article analysis to identify the primary subject of coverage and classify entity prominence.