The financial sector is taking over the ad break: five campaigns in the remembered and loved table belong to banks, a credit card company and an insurance company.
Discount Bank and Mizrahi Tefahot Bank register a constant presence on the screen, and accordingly appear frequently in the first places in the recall ranking. In contrast, Bank Hapoalim and MAX have not demonstrated such a presence so far, and perhaps because of this, about two weeks passed from the moment they went live until they were screwed up in the ranking.
Hapoalim, led by Amos Tamm (through Bowman Bar Rivnai) – who about two years ago was part of a team of presenters and now remains alone, although this time he is joined by Eli Finish – is placed fourth in terms of recall.
Bank Hapoalim campaign / photo: screenshot
The campaign of the MAX card, in which Shahar Hasson and Lucy Ayoub arrive for dinner at a recommended restaurant in Italy – and then get into a fight between the employees – is ranked eighth in terms of recall. According to data from Yifaat Advertising Control, this is also the most invested advertisement of the week, with a financial investment of about one million shekels.
Max is already showing (through Makan Tel Aviv) another humorous video along similar lines, in which Hassan and Ayyob arrive at a hotel in downtown New York “a meter from the subway”. It will be interesting to see how the continuity in the advertising language will be received by the viewers.
The most popular commercial this week (23.6%) belongs to Insurance 9 starring Udi Kagan and the father’s jokes – a campaign that aired already in mid-June, but still makes the viewers laugh. Sympathy for the ad is higher among men, and increases with increasing age and income level.
Insurance campaign 9 / Photo: screenshot
The two largest television companies in Israel, Yes and Hot, have also starred in the ratings in recent weeks with campaigns led by Noa Kirel and Gal Gadot respectively. Both characters are very beloved in Israel, but despite this, Bezeq’s “Kochva” (Karen Moore) receives a higher level of sympathy (15% compared to 9.3% and 5.1%).
The one that didn’t make it into the ranking is the ad for the Hitechzone consumer club, which appeared in its first television campaign since its inception in 2009. In the video Meat Menges (this is probably the purpose) Rani the hiticist bullies Hani who works with him, since he is unable to decide what he wants to eat or do. The solution for him is ZONE, which is defined as “the corporate wallet for the high-tech community in Israel” – but for most viewers this product is irrelevant, what’s more, it reminds them of what treats and benefits they don’t get themselves.
Young people are in favor of a star
Sympathy for Bezeq’s advertisement is high among young people aged 18-34.
A sharp drop in investment
The investment in advertising drops this week from NIS 34 million to only NIS 27 million.
two triples
Adler and Bowman star with three commercials each, McCann with two.