Carasso Group Leads TV Ad Spending While Fly Card Misses Recall Rankings
In the latest Israeli TV advertising data, Carasso Group's automotive brand CalMobil topped the week's ad spend with 6.6 million shekels for its sales campaign celebrating the company's 120th anniversary, featuring presenter Reshef Levy. Fly Card, the frequent flyer credit card owned by El Al, invested the second-largest sum of approximately 4.5 million shekels in a campaign promoting its flight benefits. Despite this heavy investment and a campaign starring Niv Sultan and Danny Avedia, Fly Card did not appear in the top recall rankings this week.
Meanwhile, MAX, a competing credit card brand, spent less but secured higher audience recall and affection, ranking sixth in recall and second in favorability with a campaign featuring Shahar Hasson and Lucy Ayoub. The campaign humorously referenced Fly Card, highlighting the competitive dynamic between the two brands. The third-largest advertising investment, about 2.2 million shekels, came from fashion company Renuar, promoting its men's collection with Noam Batan, Israel's Eurovision 2024 representative.
Bank Hapoalim, despite not airing any ads this week after weeks of consistent presence, maintained its position as the most recalled and favored ad, demonstrating the power of persistence and effective spokesperson selection. Other notable campaigns included summer-themed promotions from Mizrahi Tefahot, Direct Insurance, Tornado air conditioners, Tami 4 water, and Cellcom.
A longstanding campaign by Duty Free, running for two years with various versions, continues to resonate by tapping into the emotional relief associated with international travel, featuring James Richardson. Overall, advertising spending rose slightly from 88 million shekels last week to 91 million shekels this week. The top creative agencies behind the most popular ads were Gitam BBDO (Bank Hapoalim), McCann Tel Aviv (MAX), and 42.2 (Duty Free). The data is based on Geocartography's rankings, which analyze recall, creativity, and digital integration across Israel's diverse population.