Rabat – Advertising investments in Morocco during the first 10 days of Ramadan reached nearly MAD 452 million, representing a slight increase of 0.4% compared to the same period in 2024.
According to data from Imperium, television remains the dominant advertising medium, capturing 68.2% of the market share.
Meanwhile, print media continues to decline, holding only 3% of the market share, a 17.5% drop from last year. Digital advertising, however, saw a significant rise of 30.7%, now representing 7.1% of the market.
Outdoor advertising also grew, increasing by 13.7% and securing 12% of the market share. Meanwhile, radio advertising declined by 25.7%, accounting for 9.7% of the total market share.
Among the sectors that invested the most in advertising, the food industry led with MAD 135 million, a 7.9% increase. The telecommunications sector followed with MAD 69.4 million, experiencing a slight drop of 0.8%.
Other major investors included Banking and Insurance with MAD 24.9 million (+26.3%), Retail with MAD 22.8 million (+25.9%), and Beverages with MAD 21.8 million (+16.6%).
The strongest growth was observed in household appliances, which saw an impressive 241.2% increase, reaching MAD 8.2 million. The clothing sector also expanded, with a 57.1% rise to reach MAD 3.8 million. In addition, the hygiene and cosmetics sector grew by 30.5%, with spending totaling MAD 21.5 million.
The number of advertisers slightly increased by 2.4%, with 859 advertisers compared to 839 in 2024. Advertising spending tends to increase during Ramadan because it’s a special time in many Muslim majority countries. During this period, people adjust their routines and engage more with the media. This is especially true during iftar, when families gather to share meals, and often watch TV together. This makes it an ideal time for advertisers, especially those in sectors like food and beverages.