Israel Hayom is Israel's most widely read newspaper, according to a survey released Wednesday by independent market research firm TGI.
The survey examined the period between July 2010 to June 2011 and determined that Israel Hayom was read by 38.2 percent of the public during that time. Israel's second-largest newspaper, Yedioth Ahronoth had a 35.8% market share during the same period.
Israel Hayom had already placed first among newspapers in last year's survey ranking newspapers in Israel, but the gap between Israel Hayom and Yedioth Ahronoth at the time was not statistically large.
Numbers for the past half-year show an even more marked increase in readership. Between January and June 2011, Israel Hayom enjoyed a 39.3% market share, up from 37.4% between July and December 2010.
During that same period, Yedioth Ahronoth increased its readership as well, rising from 34.9% between July and December of 2010, to 37.0% between January and June of 2011. Yedioth's market share increase came at the expense of other daily newspapers.
The statistics indicate a decline in the market exposure of Ma'ariv and Ha'aretz newspapers. Readership of Ma'ariv has declined by 10%, down from 13.4% in the last half year to 12.1% (12.5% over the previous half year, one year ago). For Ha'aretz, the decline was close to 15%, from 6.8% in the last half year, to 5.8% (6.4% over the previous half year, one year ago). The results of the survey for Ma'ariv were expected. The survey was conducted before IDB's acquisition of the newspaper, and the launching of Ma'ariv's new weekend version, events that have significantly impacted Ma'ariv's newsstand distribution.
Amid declining newspaper readership all over the world, the battle between Israel's two top dailies has actually pushed overall newspaper readership in Israel upward, said Eitan Kasif of the TNS Tele-Gal Israel institute, which conducts surveys for TGI in Israel.
A glance at the half year of January to June of 2011, shows an increase over the period of July to December 2010. Overall newspaper readership jumped to 65.2% from 64.7% in that period. Daily newspaper readership saw a sharper jump, from 60.9% to 64.8% when you compare July 2009-June 2010 with July 2010-June 2011.
There is also an increase in the readership of weekend newspapers, whereby the percentage of the period between July 2009 and June 2010 was 61.2%, and rose to 63.3% for the period between July 2010 and June 2011. The percentage of readership in the second half of the year (62.9% from January to June of 2011), is slightly lower than that of the first half of the year (63.7% from July to December 2010), despite the increase in exposure to Israel Hayom and Yedioth Ahronoth's weekend editions, although this gap is not so significant.
About the survey
TGI's marketing surveys are handled in Israel by TNS Tele-Gal, under the professional guidance of the research department of Israel's Public Relations Association. TGI's database is created by surveying a representative sample of Jews aged 18 years and above. Those interviewed represent a population of 3.96 million people. TGI's first survey in Israel was conducted in 1998, and the latest statistics constitute the 27th survey since they began. Survey results are published twice a year.
The company uses the single source data method, which enables a deeper and more focused analysis of consumer habits and customer services in Israel. The method uses four different types of databases that include information gathered from the interviewed consumer.