Television advertising is successful, albeit less than before
Television advertising is a central segment of the advertising market in Israel. Most of the advertising on television is on the three largest commercial channels in the country- channels 12, 13, and 14, along with additional content channels. However, this industry is less prominent than in the past, mainly due to the increasing shift toward digital advertising. In 2022, traditional TV advertising spending in Israel totaled 267 million U.S. dollars, and estimates showed that it will slightly increase to 286.5 million U.S. dollars in 2026. The decline in the significance of television advertising occurs worldwide. In 2022, global TV advertising spending accounted for 25.9 percent of the total global advertising spending, while in 2014, it stood at 40 percent.Increased advertising on social media
The social media advertising industry in Israel is thriving, and is a crucial segment of the digital advertising market. Social networks attract large numbers of internet users, especially younger audiences, that see social media as an essential tool for identifying market trends. Therefore, advertisers invest in advertising activities on social networks such as Instagram, TikTok, and Facebook. In 2022, the social media advertising spending in Israel accumulated a value of 358.7 million U.S. dollars, and forecasts suggest it will rise drastically to nearly 800 million U.S. dollars in the next five years. In addition, influencers – actors, models, musicians, or people without expertise – advertise products or promote content on social media. Projections showed that Israel's influencer advertising market revenue would reach over 97 million U.S. dollars by 2027, a growth of nearly 45 percent compared to 2022.
