Keshet controls 57% of the TV advertising budget of the Government Advertising

Keshet controls 57% of the TV advertising budget of the Government Advertising Bureau. This is according to a report prepared by Knesset's Research and Information Center regarding PM spending on publications in 2018-2022. LPM's advertising expenses on Keshet broadcasts last year amounted to NIS 33.5 million out of approximately NIS 58 million that LPM spent on television advertising.
The report also shows that in 2022 there was a dramatic increase in the advertising budget of LPM on channel 14 compared to the previous years, which amounted to 1.17 million shekels - almost five times compared to 2021, when advertising expenses on the channel amounted to only 245 thousand shekels.
The Government Advertising Bureau provides advertising and production services to government offices and government companies. Among other things, it provides ad publishing services that government ministries or public bodies are obliged to publish by law. LPM does not have its own advertising budget, the advertising is financed from the payments of the government ministries and the public bodies that it advertises.
The report was prepared at the request of MK Yonatan Mishreki (Shas) and focuses on publications for ultra-Orthodox society. The minority groups, the ultra-Orthodox and the Arabs, usually make complaints against the Labor Party for not allocating advertising budgets to them in accordance with their share of the population - and data from the "M" confirm this statement. In 2022, PM allocated 6% of the total advertising budget to Arab society, while the sector constitutes more than 20% of the population. At the same time, the ultra-Orthodox society allocated 4% of the total advertising budget to the PM, while it constitutes about 12% of the population.
The reason for this, according to the report, is the relatively low cost of advertising in these sectors. While the use of television or digital means of advertising is common in secular society - and accordingly the costs of advertising are high, in ultra-Orthodox society the use of these platforms is very limited, and therefore the costs of advertising are lower. That is, The cost of reaching "advertising coverage" among the target audience in ultra-Orthodox society on existing media platforms is low.