Google Israel Ltd. has the highest weighted media image, with an exposure value of NIS 6.42 million in the first half of 2008, according to the first ever audience darlings index formulated by Ifat Advanced Media Research Ltd. IDB Holding chairman and CEO Nochi Dankner is the media darling, with an exposure value of NIS 2.8 million. The index tracks the top ten companies and personalities by weighting the value of their press coverage in terms of monetary value.
Google Israel, backed by the Stern Ariely PR firm, has the highest rating thanks to the launch of the Hebrew version of Google's blogger service; the second consecutive win by parent Google Inc. (Nasdaq: GOOG) as the best place to work in the US; Google Inc.'s ranking as the world's number one brand for the second consecutive year with a brand value of $86 billion; the well-publicized visit to Israel by Google president Sergey Brin; and the company's strategic collaboration with Yahoo! Inc. (Nasdaq: YHOO).
Microsoft Israel Ltd. is ranked in second place, with an exposure value of NIS 5.14 million, followed by Psagot Investment House Ltd., Teva Pharmaceutical Industries Ltd. (Nasdaq: TEVA; TASE: TEVA), and Yahoo! Israel Ltd.
Partner Communications Ltd. (Nasdaq: PTNR; TASE: PTNR) is the only cellular operator to make the top ten list, in ninth place, and Bank Leumi (TASE: LUMI), the only bank in the list, closes the top ten, with an exposure value of NIS 1.98 million.
Ifat Advanced Media Research analyzes media images. The Media Darling list is based on a "share of positive voice" analysis of companies in the headlines and sub-headlines. The index weighs the value of positive and neutral exposure in the headlines and deducts the weighted negative exposure.
Ifat Advanced Media Research CEO Nati Yaakoby said, "There's no doubt that technology companies have a prominent presence in the Media Darlings index, because most of the reports about them come directly from overseas. Yahoo! and FaceBook are prominent in this context, and entered the top ten even without a local PR firm."
Delek Group Ltd. (TASE: DLEKG) controlling shareholder Yitzhak Tshuva follows Nochi Dankner in the top ten Media Darlings list of businessmen, with a weighted media exposure value of NIS 2.6 million. The two men are partners in the Plaza casino hotel venture in Las Vegas. Arcadi Gaydamak, who usually tops the headlines, is in third place, with a weighted media exposure value of NIS 2.6 million.
Yaakoby said, "There is no doubt that businessmen who received prolonged media exposure during the first half of 2008 entered the list, and it will be interesting to see whether they keep their prominence in the second half of the year. They are Shay Agassi, Avram Grant, and Rami Levi who launched the cheap chicken competition against Blue Square."
Project Better Place CEO Shay Agassi is in sixth place, with a media exposure value of NIS 1.6 million; ex-Chelsea Football Club manager Avram Grant in seventh place; Rami Levi Chain Stores Hashikma Marketing 2006 Ltd. (TASE:RMLI) CEO Rami Levi is in eighth place.
Published by Globes [online], Israel business news - www.globes-online.com - on August 10, 2008
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