Retail Advertiser Case Study alphonso.tv01 The Challenge. A retail brand had less than 10% share-of- voice (SOV) on TV in an extremely crowded retail landscape. TV advertising gets especially busy during the holiday shopping season as all major brands, not just retailers, want to get in front of consumers for mindshare during the critical buying period.02 Analysis. With less than 10% share of voice, a major retail brand was running more TV ads than only one of its competitors. The largest competitor showed more than three times as many ads as the retail brand. The brand had been investing its television buys primary on kids networks and shows. Reviewing the ad airing data from Alphonso Insights, the retail brand found it could complement its smaller TV share of voice by: e

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