Israel Hayom Ups Market Share

Israel Hayom had a 39.3% market share in 2012, up from 38.1% in 2011.

Israel Hayom, the freebie newspaper bankrolled by American billionaire Sheldon Adelson, increased its share of weekday circulation among Israel’s newspapers last year, a semiannual TGI survey published this week found.

Israel Hayom had a 39.3% market share in 2012, up from 38.1% in 2011.

However, Yedioth Ahronoth, the second-largest daily in terms of print circulation, narrowed the gap, increasing its share from 35.8% in 2011 to 37.4%. It maintained a leading 42.5% share in weekend circulation, albeit down from 43.4% in 2011. Yisrael Hayom’s weekend share in circulation climbed from 31.3% in 2011 to 32.1% for 2012.

Maariv, which was recently acquired by Shlomo Ben-Zvi, maintained third place, but saw its market share decline from 11.5% in 2011 to 10.8% last year on weekdays and from 13.1% to 12.9% on weekends.

The Post, another giveaway daily raised its market share from 8.3% in 2011 to 8.7% while Haaretz remained stable with a 6.5% weekday share. Its weekend circulation dipped from 7.3% to 6.9% in 2012.

In the financial press Yedioth Ahronoth’s Calcalist daily led with 12.3% exposure in 2012, followed by TheMarker with 6.9% and Globes with 4.5%.

Eyal Warshavsky / BauBau