The 2025 TGI (Target Group Index) survey, released Wednesday by Kantar Media has confirmed that Israel Hayom continues to command the lead in the Israeli press. The data reveals statistically significant gaps over Yedioth Ahronoth, which remains in second place across both weekday and weekend editions.
The overall exposure rate for daily newspapers saw a decline in 2025, dropping to 34.3% from the 39.7% recorded in 2024 – a shift identified as statistically significant. Weekend newspaper consumption followed a similar trajectory, falling from 45.5% to 41.7%.
Despite these broader market contractions, Israel Hayom has maintained a substantial lead. Throughout 2025, the newspaper achieved an average weekday exposure rate of 21.8%, compared to 25.4% the previous year. In the weekend segment, the publication led with 24.4% exposure, down from 26.6% in 2024.
Yedioth Ahronoth, which holds the second spot, recorded a 16.1% weekday exposure rate in 2025 (down from 17.9% in 2024) and 20.7% on weekends (down from 22.2%). The disparity between the two major dailies – 5.7 percentage points on weekdays and 3.7 points on weekends – remains statistically significant.
Semi-annual data comparing the second half of 2025 (July–December) to the first half (January–June) suggests a consistent trend. For weekday editions, Israel Hayom exhibited relative stability with a 21.5% exposure rate, a marginal decline that was not statistically significant. During the same period, Yediot Yedioth Ahronoth fell to 15.2%, and while that decrease was also not significant, the lead held by Israel Hayom remained significant statistically.
In the weekend category, Israel Hayom saw its exposure rise to 24.9% in the latter half of the year, a moderate increase that was not statistically significant. Conversely, Yedioth Ahronoth suffered a statistically significant drop to 19.0%. This resulted in a 5.9 percentage point gap between the two papers during the second half of the year – a margin defined as statistically significant.
The TGI survey has been conducted in Israel since 1998 by Kantar Media under the auspices of the Israeli Advertising Association (IAA). It utilizes a representative sample of Jewish adults aged 18 and older, a demographic representing approximately 4.8 million individuals.
