Israel's leading advertisers bid for the spot directly before the national talent show winner is announced.
Cellcom will be the only Israeli company to advertise in the one-minute spot taking place directly before the winner of national talent show "A Star is Born" is announced. Cellcom has paid an estimated NIS 150,000 for a 60-second commercial ad about its third generation services.
Over the past several days, Israel's leading advertisers vied for the hotly contested prime time commercial break. These included Pele-Phone, Bezeq International, Bezeq (TASE:BZEQ), Strauss-Elite (TASE:STEL), Barak and Cellcom.
None were willing to pay the NIS 200,000 price originally asked by Keshet Broadcasting. Last year, Strauss-Elite paid NIS 100,000 for a similar spot.
Published by Globes [online] - www.globes.co.il - on Sunday, August 15, 2004