In the first ten days of Ramadan, advertising spending in Morocco reached 452 million dirhams, marking a modest 0.4% increase compared to last year, according to data from Imperium. Television remains the dominant medium, capturing 68.2% of total investments, or 307.9 million dirhams. Out-of-home advertising saw a notable rise of 13.7%, accounting for 12% of the market with 54.1 million dirhams, while digital advertising surged by 30.7%, securing a 7.1% market share with investments totaling 32 million dirhams.
Meanwhile, radio took a significant hit, plummeting by 25.7% to just 9.7% of total ad spending, or 43.7 million dirhams. Print media continued its downward trajectory, declining by 17.5% to represent only 3% of the market, with investments dropping to 13.7 million dirhams.
The food industry remains the top advertiser, increasing its spending by 7.9% to 135 million dirhams. It leads the telecommunications sector, which saw a slight dip of 0.8%, bringing its total to 69.4 million dirhams. The banking and insurance sector, however, saw a strong boost, rising by 26.3% to reach 24.9 million dirhams. Retail and beverages also experienced solid growth, with spending climbing by 25.9% and 16.6% to reach 22.8 million and 21.8 million dirhams, respectively. Other sectors saw explosive increases, such as household appliances, which skyrocketed by 241.2% to 8.2 million dirhams, and fashion, which grew by 57.1% to 3.8 million dirhams.
The number of advertisers rose slightly by 2.4% to a total of 859. Out-of-home advertising attracted the largest number, with 510 advertisers—an increase of 2.6%. Print media, despite its financial decline, saw a 7.7% rise in advertisers, reaching 295. Radio, struggling the most, lost 17.8% of its advertisers, now down to 125. Even television, despite its market dominance, saw its advertiser count shrink by 7.1% to 91.
These trends highlight a shifting advertising landscape, with digital and out-of-home advertising gaining traction while print and radio continue to lose ground. Although television remains the most popular platform, evolving audience habits and media consumption patterns could reshape the market in the coming years.
