Advertising investments in Morocco during the first 10 days of Ramadan dropped by 3.2%, grossing more than 394 million DH, compared to the previous year, Imperium agency reported.
The report covers all media types, including television, radio, press, cinema, and digital.
Ramadan typically sees an increase in media consumption and a change in consumer behavior, leading to peaks in advertising investments.
Television accounted for 56.4% of market share, but experienced a 13.6% drop, while out-of-home advertising saw a 0.2% increase, accounting for 19% of market share. Radio had a 13.7% increase, accounting for 12.5% market share, and digital experienced a 9.1% increase, accounting for 6.1% of market share. Press saw the most significant increase, at 139.4%, accounting for 6% of market share.
The top five sectors that invested the most during the first decade of Ramadan were identified as Food (+6.2% vs. +36% in 2022), Telecommunications (-12.4% vs. +6% in 2022), Banking-Insurance (-16.3% vs. -42% in 2022), Beverages (+23.5% vs. -4% in 2022), and Construction (-21.7 vs. +5% in 2022).
Despite a sharp drop in advertising budgets, Imperium’s report noted that the number of advertisers during Ramadan increased compared to the previous year.
In the first ten days of Ramadan, 990 advertisers responded (vs. 726 in 2022), with TV and the press seeing the most significant increase in the number of their advertisers.
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