A competitive analysis is most helpful for determining which of the following?

A competitive analysis is particularly useful for determining brand share of voice (SOV) because it helps in assessing how a brand's advertising presence compares to its competitors within the same market. SOV reflects the percentage of total advertising in a particular category that a brand accounts for, allowing marketers to understand their visibility and impact relative to others in the industry.

Through competitive analysis, brands can analyze media spend, advertising placements, and messaging strategies employed by competitors. This enables them to identify gaps in their own marketing efforts and recognize where they stand in terms of market presence. Knowing the SOV is crucial for optimizing advertising budgets and strategies, as it offers insights into how well a brand is communicating its value proposition compared to others.

While brand loyalty, customer satisfaction, and market growth potential can also be influenced by competitive factors, these dimensions are often assessed through different methodologies such as surveys and market research rather than direct analysis of advertising presence. Thus, brand share of voice remains the most direct insight provided by competitive analysis in the context of digital media buying and planning.