Economy

Insights into Morocco's First 10 Days of Ramadan Advertising Surge

Sunday 24 March 2024 - 21:10

The holy month of Ramadan marks a period of intensified media engagement, notably in food consumption and lifestyle shifts. Advertising investments across various sectors undergo significant fluctuations during this time, reflecting dynamic market trends.

Key indicators of advertising investments during the initial ten days of Ramadan offer valuable insights into the annual trajectory across all media platforms: television, radio, outdoor advertising, print, and digital.

As customary, IMPERIUM, a leader in 360-degree data and information processing, has unveiled crucial figures observed during the first ten days of Ramadan, spanning from March 12 to March 22, 2024, catering to media agencies, advertisers, and the general public.

A Surge in Advertising Investments

The first ten days of Ramadan witnessed a substantial surge in advertising investments, totaling nearly 450 million Dirhams, reflecting a 27.7% increase compared to the previous year's 352 million Dirhams.

However, not all media outlets benefited equally from this Ramadan advertising surge. While television maintained its dominance, capturing 67.1% of the market share, print media experienced a notable decline of 26%, securing only 3.7% of the market share.

Conversely, outdoor advertising saw a notable increase of 26.7%, claiming 10.6% of the market share, followed by radio with a 22.7% rise, capturing 13.1% of the market share.

Surprisingly, the digital sector saw a modest increase of 6.5%, accounting for 5.4% of the market share.

Revenue Distribution

Advertising investments during the initial ten days of Ramadan were distributed as follows: 301 million Dirhams for television, 47.6 million Dirhams for outdoor advertising, 58.9 million Dirhams for radio, 24.5 million Dirhams for digital, and 16.7 million Dirhams for print media.

Top 10 Investing Sectors

Among the top investing sectors during the first ten days of Ramadan, the Food sector led with 125 million Dirhams (+34.4%), followed by Telecommunications (69.9 million Dirhams / +11.7%), Banking-Insurance (19.7 million Dirhams / -1.1%), Beverages (18.7 million Dirhams / +2.4%), and Distribution (18.1 million Dirhams / +65.7%).

Sectors exhibiting significant increases compared to 2023 rounded out the top ten: Hygiene-Cosmetics (16.5 million Dirhams / +144.4%), Cleaning Products (15.4 million Dirhams / +105%), Furniture-Decoration (12.2 million Dirhams / +392%), Insurance-Finance (12.1 million Dirhams / +164.3%), and Transportation (10.7 million Dirhams / +40.5%).

Fewer Advertisers, Increased Advertisements

While the number of advertisers during this high viewership period declined by 15.3% compared to 2023, with 839 advertisers (versus 990), the number of new advertising copies launched on the first day of Ramadan increased by 20%.

In terms of media distribution, outdoor advertising held the largest client portfolio (497 advertisers / +5.1%), followed by Print (274 advertisers despite a 44.3% decline), Radio (152 advertisers / +8.6%), and Television (98 advertisers / +3.2%).

IMPERIUM: Intelligence for Informed Decisions

Operating within an innovative ecosystem, IMPERIUM positions itself as a leader in 360-degree data processing, offering cutting-edge solutions in Big Data, Smart Data, and Artificial Intelligence (AI) to businesses. Our commitment lies in enhancing the productivity and decision-making strategies of our partners through advanced learning technologies, including deep learning.

With over two decades of experience in Big Data and now equipped with AI tools, we possess unparalleled expertise in conducting in-depth studies, accurate surveys, and enriched industry analyses. Our multidimensional approach to data, refined by advanced learning technologies, enables us to detect trends and uncover strategic insights with precision.

Imperium is dedicated to delivering customized solutions, leveraging innovative methodologies and industry expertise, augmented by AI tools. Our analyses and recommendations are tailored to guide companies in critical decisions, providing them with a decisive competitive advantage.

Discover how we utilize artificial intelligence to transform data into strategic decisions. Visit our website: https://www.imperium-media.com to explore our approach and services.