The Israeli advertising market declined 6% to $746 million in 2003, compared with $791 million in 2002, according to a joint survey by Ifat Advertising Monitoring and the Israel Advertisers Association. The survey was based on Ifat figures for advertising book prices and the Advertisers Associations figures for prices actually charged.
The survey indicated that newspapers currently account for 53% of the advertising market, television 33%, radio 7%, billboards 4%, Internet 2%, and movies 1%.
Newspaper advertising fell from $441 million in 2002 to $393 million, an 11% decrease, and its aggregate market share fell from 56% to 53%, while TV’s share was up from 30% to 33%. Channel 2’s advertising dropped 7%, while Channel 10 and the new commercial channels, such as Israel Plus and Music 24, picked up the slack. The survey estimates that TV advertising revenue grew from $234 million in 2002 to $248 million in 2003, 83% of which was in Channel 2, 14% in Channel 10, and the rest in Israel Plus and Music 24.
Radio advertising dropped 9%, from $58 million in 2002 to $53 million in 2003.
The largest decrease was in billboard advertising, which fell from $42 million in 2002 to $31 million in 2003, a 26% decline. Internet advertising shot up from $10 million in 2002 to $15 million in 2003, a 50% increase.
Published by Globes [online] - www.globes.co.il - on January 18, 2004