Ornamental Arabic lantern with burning candle glowing at night and glittering golden bokeh lights. Festive greeting card for Muslim holy month Ramadan Kareem.
Advertising investments, all media combined, amounted to 394 million dirhams (MDH) during the first ten days of the holy month of Ramadan, down 3.2% compared to the previous year, according to the treatment specialist Imperium information.
By market share, television recorded a drop of 13.6% during this period of the month of Ramadan while absorbing 56.4% of market share, indicates Imperium in a press release.
Out-of-home advertising recorded an increase of +0.2%, i.e. 19% market share, followed by radio, which recorded an increase of +13.7%, i.e. 12.5% market share, followed by digital, which saw an increase of 9.1%, for 6.1% of market share.
Finally, the press recorded an increase of +139.4%, or 6% market share, adds the same source.
In the top 5 sectors that have invested the most in this first decade of Ramadan, Imperium cites Food (+6.2% against +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 ).
Although having considerably increased their advertising investments compared to 2022, come next the sectors of Distribution (+48%), Travel/Tourism (+89%), Information/Media (+70.7%) , Culture/Leisure (+162%) and Energy (+116%). While advertising budgets are experiencing a sharp drop in value, the presence of advertisers over this Ramadan period has increased compared to 2022. There are 990 advertisers who responded during the first 10 days of Ramadan (vs. 726 in 2022 ).
“Significant fact, it is the TV and the Press which have seen the most increase in the number of their advertisers, with respectively +4 advertisers and +284 advertisers having communicated on these media”, Imperium indicates.
And to remember that traditionally, the month of Ramadan generates strong audiences on the various media, which is to be correlated with a change in consumption habits, with a marked increase for goods, services and the media.
This context of Ramadan therefore generates more or less notorious peaks in advertising investments in Morocco, notes the press release.
LNT with CoP
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