In media measurement, why is 'Share of Voice' (SOV) a more accurate reflection of market presence than advertising value equivalencies?

Share of Voice measures the percentage of all advertising spend, mentions, or media impressions a brand captures within its specific market compared to its competitors. It provides a strategic view of how visible a brand is relative to the total conversation in the industry. Advertising Value Equivalency is a measurement method that calculates the cost of buying an equivalent amount of advertising space at market rates if the coverage had been a paid advertisement instead of earned media. Advertising Value Equivalency is fundamen....