Israel's Rating Committee Expands Panel for First Time in 11 Years

The Rating Committee in Israel, responsible for viewership data, has decided to increase its panel of households from 700 to 800. This significant change, approved unanimously by the committee's plenum, marks the first expansion of the panel in 11 years. The committee, established in 1998 with an initial panel of 385 households, has gradually increased its size over the years. The panel members are kept strictly confidential to prevent attempts to influence their viewing habits, which in turn affect advertising revenue, channel prestige, and program success.

Last year, two anonymous panel members were found to be in direct contact with Yinon Magal, a host on Channel 14, leading to their immediate dismissal. This incident was described as unprecedented since the committee's inception. The committee's methodology has faced criticism over the years, particularly its inability to incorporate data from digital platforms and social media. This led to the Israeli Public Broadcasting Corporation (Kan) temporarily leaving the committee, arguing that while linear TV ratings might be low, platforms like YouTube show significant viewership, especially for shows like "Kupa Rashit" and "HaMefakedet." Kan rejoined the committee in July 2022.

Channel 14 has also raised concerns, suggesting the panel doesn't adequately represent demographics such as those in Judea and Samaria, or the ultra-Orthodox and religious sectors. Presenters from the channel have also alleged bias in the committee's data, claiming it favors Channel 12 and Channel 13. Channel 14 recently requested data on panel member changes since August 2024 to assess the impact on viewing results, but the release of this information was frozen pending a plenum discussion after an objection from Keshet 12.

Ultimately, Channel 14 became a permanent member of the committee, holding two seats, alongside other major broadcasters including Kan 11, Keshet 12, Reshet 13, Now 14, i24News, Channel 24, H.L.A TV, the Israeli Marketing Association, and the Association of Advertising Companies in Israel. Director General Roni Aran has overseen the inclusion of all major television channels during his tenure. The committee operates with the approval of the Antitrust Commissioner, aiming for a universally accepted method of measuring ratings, similar to bodies in other Western countries. The cost of participation is substantial, with major channels paying millions of shekels annually.

The committee's measurement system involves equipment connected to all viewing devices in panel households, allowing for detailed tracking of who is watching what and when. This data, collected over 30 years, is valuable for media historians. However, the system measures viewing by household, not individual subscriptions across all platforms, a method that has drawn criticism from figures like Minister of Communications Shlomo Karai, who advocates for a unified data approach from all providers.