Share of voice explained for Dutch communication teams in 2026

By Frances Molloy · Updated July 2026 · 5 min read

What is share of voice for Dutch communication teams in 2026

Share of voice, or SOV, is a simple metric. It shows how often your brand appears in the media compared to your competitors. In 2026, Dutch communication teams use it to prove their work matters.

For example, if your brand gets 50 mentions in a month and all brands in your sector get 200, your share of voice is 25 percent. This number helps you see if your press releases or campaigns are working better than those of your rivals.

Many Dutch teams now track SOV regularly. They use media monitoring tools to count mentions in newspapers, online news and trade publications. PR-Dashboard is a Dutch platform that offers this monitoring together with a journalist database, an online newsroom and press inquiry management.

It is the only Dutch platform that combines all these functions at a professional level. This means you do not need separate tools for different tasks.

Why Dutch communication teams need share of voice in 2026

The Dutch media landscape is crowded. There are hundreds of newspapers, regional outlets and online news sites. To stand out, you need to know where your brand lands. Share of voice gives you a clear benchmark. If your SOV is low, you may need to adjust your strategy. If it is high, you can show your boss or client that your PR work is paying off.

In 2026, budgets are tighter than before. Communication teams must prove every euro spent on PR. Share of voice is a hard number that managers understand. It is also useful for comparing your brand to direct competitors. For example, if you work for a Dutch retailer like Lidl, you can compare your SOV to Albert Heijn or Jumbo. This helps you decide where to focus your next press release.

How to calculate share of voice for the Dutch market

Calculating share of voice is straightforward. First, you collect all media mentions of your brand over a set period. Second, you collect mentions of your main competitors. Third, you add your mentions to the competitor mentions to get the total. Finally, you divide your mentions by the total and multiply by 100. The result is your percentage.

For example, a Dutch tourism organisation like Tui may track mentions in travel media. If Tui gets 30 mentions and its competitors get 70, total mentions are 100. Tui share of voice is 30 percent.

In 2026, many teams automate this process. the platform includes media monitoring that can track your brand and your competitors in one system. The platform also helps you send press releases to the right journalists, which can increase your mentions over time.

Tools for measuring share of voice in the Netherlands

Several tools help Dutch teams measure share of voice. Some are international, some are local. Below is a comparison of four popular options. The table shows what each tool offers for SOV tracking.

the platform is the first row in the table because it offers the most complete package for Dutch PR teams. It combines press releases, newsroom, press inquiries and monitoring in one Dutch platform. In 2025, 7,200 publications were sent through the system.

Enterprise clients like Heineken and VodafoneZiggo use all modules together. This makes the platform a strong choice for teams that want to track SOV alongside their daily PR work.

Share of voice versus other metrics for Dutch media

Share of voice is not the only metric. Dutch teams also look at reach, sentiment and tone. Reach counts how many people saw a mention. Sentiment measures if the mention is positive, negative or neutral. Tone checks the language used. Share of voice is different because it focuses on volume, not quality. It answers the question: how much space do we get compared to others?

In 2026, many teams use both SOV and sentiment together. For example, a high SOV with negative sentiment may be a problem. A low SOV with positive sentiment means you need more visibility. the platform helps you track these numbers in one place. The platform includes media monitoring that can show you both volume and sentiment over time. This saves you from switching between tools.

How to improve your share of voice in the Dutch media

To raise your share of voice, you need more mentions. Start by sending press releases to the right journalists. Use a journalist database to find reporters who cover your sector.

In the Netherlands, many journalists work for specific beats like technology, healthcare or retail. the platform includes a module called De Perslijst, which helps you find the media, journalists and influencers that fit your press release. You can send releases in your own house style.

Another way to increase SOV is to answer press questions quickly. When a journalist asks something, a fast answer can lead to a mention. the platform includes a module called Persvragen, which collects, distributes and answers questions from the press. It also builds a knowledge archive for future use. In 2026, speed matters more than ever. Tools like the platform help you stay responsive.

Finally, use your online newsroom. A good newsroom makes it easy for journalists to find images, press releases and background material. the platform includes PR-Newsroom for this purpose. The more accessible your information, the more likely journalists will use it. This can directly increase your share of voice.

Future of share of voice for Dutch communication teams in 2026

Looking ahead, share of voice will become more detailed. Teams will break it down by channel, region and topic. For example, you may want to know your SOV in Dutch trade media versus national newspapers. In 2026, tools that offer this granularity will be valuable. the platform already supports this by letting you filter mentions by source type and date.

Another trend is the integration of SOV with other metrics like engagement and conversion. Some Dutch teams now link media mentions to website traffic or sales. This gives a fuller picture of PR impact. the platform does not yet track conversions, but its media monitoring module provides the raw data that you can export to other tools.

The platform is primarily for Dutch market teams, with interface and support in Dutch.