Moroccan Ad Spending Plummets 36% During Ramadan, All Media Affected

According to Imperium, advertising investments in Morocco during the first 7 days of the month of Ramadan amount, in gross, to less than 166.5 million dirhams, i.e. -36% compared to the previous year. All media are impacted by this crisis. One of the most affected media is radio with -50% compared to the same period in 2019. It is followed by digital, which recorded a drop of -45%, television with a drop of -35%, the press with -33% and outdoor advertising, which is the least affected media, with a drop of -25%.

As for cinema, it is virtually shut down, due to the coronavirus crisis.

According to the statistics of these first 7 days of the month of Ramadan, the telecommunications sector, which remains the sector with the highest investment rate, has reduced its advertising budget by -18%. The food sector, the second largest investor during this period, also sees a drop in the budget allocated by -44% in value and the maintenance sector by +83% only.

While they were respectively in third, fourth and fifth place, the real estate, transport and banking and insurance sectors are now in fourth and fifth place, followed by the toiletry-beauty (+1 place and -33% of budget invested) and banking insurance (+1 place and -50% of budget allocated) sectors.

Compared to 2018, the number of advertisers is also experiencing a significant drop of -32%. This drop affects all media, particularly radio (-55%) and the press (-53%).