From share of voice to share of experience: How to fix traditional media

Traditional Share of Voice measurement is flawed. It tracks paid advertising spend but misses the brand experiences that truly drive growth – sponsorships, experiential marketing, retail encounters and countless other touchpoints. In the beer and cider category, for example, only 34% of brand experiences are paid media. The rest goes unseen.

This webinar introduces Share of Experience (SOE), a methodological breakthrough that fills this gap. Using Real-time Experience Tracking, consumers log all brand encounters via mobile diary as they happen, eliminating recall bias and capturing authentic experiences across every touchpoint. 

The results are striking: SOE correlates strongly with market share (r=0.84, p<0.001) compared to Share of Voice’s weak correlation (r=0.21). Over 20 months, tracking 4,343 participants and 15,659 authenticated brand experiences revealed how modern media ecosystems truly function. 

You’ll learn how different channels serve distinct brand-building roles—why On-Premise experiences drive consideration more effectively than advertising, how brands can grow equity without traditional ad spend, and why brands present across multiple touchpoints achieve far greater impact than those focused on a single channel. 

We’ll showcase real case studies demonstrating the power of SOE: brands achieving 10% revenue growth in under four months through real-time optimisation, and optimising media investment across paid, owned, and earned channels. 

This isn’t incremental improvement – it’s a paradigm shift: moving from measuring spend to measuring what people actually experience. As budgets increasingly flow into experiential and owned media that traditional measurement misses, SOE provides the unified framework the industry urgently needs. 

Attend this webinar to: 

• See why traditional Share of Voice misses 66% of brand experiences and why it’s failing in modern media ecosystems. 

• Learn a breakthrough methodology with 4x stronger correlation to market share, offering superior predictive power for media planning. 

• Understand how different channels serve distinct brand-building roles: On-Premise drives consideration, Off-Premise builds familiarity, Paid media shifts perceptions. 

• Gain frameworks for real-time media optimization, enabling adjustments during campaigns instead of post-analysis. 

• Explore cross-category examples showing how this approach drives growth across FMCG, financial services, and retail. 

• Access actionable strategies to unify fragmented measurement, spanning paid, owned, and earned media. 

• Learn practical implementation tips, including building organisational buy-in and integrating SOE into executive scorecards and quarterly reviews. 

Fiona Blades is President and Chief Experience Officer at MESH Experience. Fiona pioneered Real-time Experience Tracking, leading to the development of Share of Experience, a methodology that helps brands understand and optimise their real-world presence. Her work with major clients has driven measurable outcomes, including 350% revenue growth for Fidelity International and 15 consecutive quarters of brand growth for Boots UK. She is an MRS Fellow, Past President of the Market Research Council, a member of the Marketing Society, and mentor for The Marketing Academy. Fiona recently returned to the UK after over a decade in New York.