Advertising spending in Morocco reached 425m dirhams ($42m) during the first 10 days of Ramadan 2026, slightly higher than the 421m dirhams recorded during the same period last year, according to data from the Observatoire Marocain LiMperial (OMLI).
The 1% rise suggests the advertising market is largely steady, with companies being careful about how they spend their marketing budgets.
OMLI said many advertisers now focus more on getting better results from their campaigns rather than sharply increasing their spending.
Television continues to take the biggest share of advertising spending during Ramadan.
It accounted for 65.3% of total spending in the first 10 days of Ramadan 2026, compared with 67.7% during the same period in 2025.
Despite the small drop, TV remains the most used platform for advertising during the holy month, especially around iftar when many people gather at home and viewing numbers rise.
Outdoor advertising came second with a 13.6% share, followed by radio at 12.2%.
Digital advertising made up 6.7% of total spending and showed some growth compared with last year.
Print newspapers and magazines continued to decline, accounting for only 1.9% of the total.
The data also shows that the number of advertisers has fallen in some types of media.
On television, the number dropped from 91 advertisers in 2025 to 83 this year. Print media saw a bigger fall, from 295 advertisers to 175.
Radio was the only platform to see growth, with the number of advertisers rising from 125 to 135.
Outdoor advertising saw a small decline, with advertisers falling from 510 to 487.
This suggests that spending is becoming more concentrated among larger companies.
Food companies remained the biggest advertisers, making up 39.3% of total spending, although their spending fell by 7.5%.
Telecom companies were the second biggest advertisers with a 21.1% share, down slightly by 3.4%.
Some sectors recorded strong growth. Spending by insurance companies rose by 138%, while the automotive and transport sector increased by 80.7%. Advertising for cleaning products also rose by 46.4%.
In contrast, several sectors cut their spending. Advertising by banks fell by 35.5%, while the retail sector dropped by 33%. Beauty and personal care advertising also declined by 44.2%.
Lamia Ajana, director of OMLI, said the figures show a stable but cautious advertising market where television still plays a central role.
Ramadan remains one of the most important periods of the year for advertising in Morocco.
