PartyGaming also saw its share price rise - by 11 per cent - on its first day on the London Stock Exchange. It is now valued at a little over £5.15bn - despite concerns expressed in the US over the legality of its operations.
Vodafone moved into the top five after it announced a deal with Microsoft that allows its customers to use the software giant's MSN Messenger service.
It also struck a fundraising deal with Live 8 organisers and announced a £230m bonus to be shared by its staff.
The Financial Services Authority put a dent in the profits of Citigroup with a record £13.9m fine for its failure to control its bond trading operation.
Meanwhile, Wm Morrison started a round of talks with unions in an attempt to head off a potentially crippling strike by its distributors.
Icelandic retailer Baugur had to withdraw from the consortium preparing a £1.1bn bid for Somerfield after chief executive Jon Asgeir Johannesson was charged with fraud.
Reputation Monitor is compiled from Thompson Intermedia's National News Index, a measure of media sentiment that excludes stock market reports and passing mentions.
REPUTATION MONITOR 28 June-4 July 2005
Ranking Rank last week Organisation NNI
1 172 ITV 120.2
2 5 PartyGaming 111.3
3 1 Tesco 95.7
4 65 Vodafone 76.1
5 693 Bank of America 72
1 1,420 Citigroup -63.1
2 891 Metropolitan Police -49.2
3 1.351 Computacenter -42.9
4 1 Wm Morrison -36.1
5 n/a Baugur -34.5
Source: www.newsmetrics.co.uk/Thomson Intermedia plc *Rank last week is
position from bottom of table