Ramadan has long been prime time for advertisers in the MENA region, and 2025 is no exception. In Morocco, advertising investments hit approximately MAD 452 million in the first ten days of Ramadan, marking a slight 0.4% increase from 2024, according to Morocco World News.
While TV still reigns, digital advertising is making serious gains with a 30.7% surge, reflecting shifting consumer habits. Meanwhile, radio and print media continue to decline.
Here’s how brands are spending their ad budgets this Ramadan, and what it means for the country’s media landscape.
Television Still Reigns, But Digital is Catching Up
According to Morocco World News, television remains the top advertising channel, pulling in MAD 307.9 million in just ten days, which is 68.2% of total ad spend. Ramadan-exclusive series, comedy shows, and talk programs continue to draw massive audiences, keeping TV in the lead.
But the landscape is shifting. While TV still commands the biggest share, digital platforms are seeing an undeniable surge.
Digital Advertising Jumps 30.7%, Grabs 7.1% Market Share
Digital ad spending in Morocco reached MAD 32 million, a sharp 30.7% increase from last year, as reported by La Vie Éco. More brands are moving budgets online, tapping into social media, video streaming, and e-commerce platforms to engage consumers who are spending more time online during Ramadan.
And Morocco isn’t alone in this shift. Across the MENA region, brands are prioritizing influencer marketing, short-form videos, and interactive campaigns to connect with Ramadan audiences, according to a report by Incubeta MENA.
Billboards and Outdoor Ads See a 13.7% Boost
Traditional outdoor advertising isn’t fading just yet. Investments in billboards and signage grew by 13.7% this Ramadan, totaling MAD 54.1 million, as reported by Morocco World News. High-traffic public spaces remain valuable ad real estate, even as digital gains traction.
Radio and Print Keep Losing Ground
The decline of traditional media continues. Morocco World News reports that radio ad spend dropped by 25.7% to MAD 43.7 million (9.7% market share), while print advertising fell 17.5% to MAD 13.7 million (3% market share). As consumers shift to digital platforms for news and entertainment, brands are following suit.
Which Industries Are Spending the Most on Ramadan Ads?
Several sectors increased their ad investments during the first ten days of Ramadan 2025, capitalizing on heightened consumer activity:
• Food industry: MAD 135 million (+7.9%)
• Banking and insurance: MAD 24.9 million (+26.3%)
• Retail and distribution: MAD 22.8 million (+25.9%)
• Beverages: MAD 21.8 million (+16.6%)
How Does Morocco Compare to the Rest of MENA?
Across the region, digital ad spend is climbing. Incubeta MENA reports that social commerce, influencer-driven campaigns, and culturally relevant content are dominating Ramadan marketing in 2025. Meanwhile, the Muslim Ad Network highlights how consumers are blending digital engagement with traditional media, reflecting a broader shift in media consumption habits.
The Bottom Line
Television still leads Ramadan advertising in Morocco, but the rapid rise of digital is impossible to ignore. Brands are recalibrating their strategies, allocating more budget to online platforms to reach today’s fast-evolving audiences. As digital engagement continues to grow, expect the balance to keep shifting in the coming years.
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