Lamia Ajana: “television maintains leadership in advertising investments during Ramadan”

Thursday 05 March 2026 - 14:02

By: Sahili Aya

Lamia Ajana: “television maintains leadership in advertising investments during Ramadan”

In Casablanca, the LiFtour meeting, organized as part of Les Impériales Week, brought together marketing, communication, and media professionals for an exchange focused on advertising dynamics during the month of Ramadan. This initiative is part of the series of events that shape Morocco’s communication ecosystem and allow discussions on major market trends.

On this occasion, Lamia Ajana, General Manager of Shem’s Publicité and member of the Observatoire marocain des Impériales, shared the first readings of the advertising market for the first ten days of Ramadan.

In an exclusive statement to Walaw, she explained that the initial data analyzed shows a trend that is generally stable compared to the previous year. “The first results we observed are almost identical to those of 2025,” she said, specifying that detailed analyses will be presented during the discussions scheduled for the event.

According to these preliminary trends, television continues to capture the largest share of advertising investments during this key period of the year. The medium remains a pillar of brand communication strategies, especially during high-audience slots related to Ramadan programming.

The analysis also highlights sustained engagement from certain sectors that are particularly active during this month. “We still observe the strong impact of the food sector as well as telecommunications,” Lamia Ajana emphasized, recalling the importance of these categories in advertisers’ media strategies.

Another signal identified by the Observatoire marocain des Impériales is the notable visibility of 2M TV during prime time. This slot, particularly followed during Ramadan, remains a strategic space for brands aiming to reach a wide family audience.

These first indicators were shared during the LiFtour, organized ahead of the 9th edition of Les Impériales Week, scheduled in Casablanca from March 30 to April 5, 2026, under the theme “Daba or Never”. The event will gather the entire ecosystem of marketing, advertising, media, and digital professionals to discuss sector developments and new communication dynamics.

“The theme this year focuses on Moroccan identity and branding. I think it will truly be a very great event,” said Lamia Ajana.

While awaiting the full publication of the analyses by the Observatoire marocain des Impériales, these initial insights confirm the strategic importance of Ramadan in advertisers’ media plans in Morocco.