Bank Hapoalim Tops Israeli Ad Recall and Favorability Rankings for Third Time
Bank Hapoalim has once again secured the top spot in the latest rankings of the most recalled and favored advertisements in Israel, marking its third consecutive week leading the list compiled by Globes and GeoCartography. The bank's ad recall rate stands at 14%, significantly above the six-month average of 10%, while its favorability rate is about 34%, compared to the average of 25%. This indicates a strong and lasting impression on viewers.
The campaign's success is attributed to the strategic and consistent use of presenters Hila Korach and Liat Har Lev throughout the year, with multiple campaigns addressing real customer needs. The current campaign promotes a junior prepaid card for parents to monitor their children's spending, featuring Korach's daughter and a character named Irina, highlighting the campaign's relatable and smart approach.
According to Yifat Advertising Control data, the largest advertising investment this week was by El Al Airlines' Play Card credit card, in partnership with Isracard, spending approximately 5.5 million shekels. The campaign, featuring new presenter Niv Sultan, offers gift cards and flight tickets as rewards for spending thresholds. This ad ranks fifth in recall and second in favorability.
The second-largest investment, about 3.3 million shekels, was by Mizrahi Tefahot Bank for its summer mortgage campaign starring new presenter Gaya Bar Gorvitz and veteran presenter Dvir Benedek. The humorous ad, ranking second in recall, features Bar Gorvitz as "Dominique" promoting a monthly mortgage repayment credit of up to 3,000 shekels.
Overall advertising spending remains steady at around 88 million shekels this week, close to last week's 90 million. The most favored ad was produced by Gitam BBDO for Bank Hapoalim, with other top spots held by campaigns from the cellular and real estate sectors. The rankings reflect the entire Israeli population, including the Arab community.
The weekly report, published for 20 years, is based on GeoCartography's data and emphasizes trend analysis, unique creativity, and complementary digital efforts. Globes maintains a commitment to respectful and diverse discourse in line with its ethical code.
