Each year, Ramadan disrupts the media habits of Moroccans, transforming this sacred month into a veritable «Super Bowl» of advertising. A study conducted by Integrate and Com & Talk Agency decodes these new dynamics and provides valuable insights. With 5 hours and 9 minutes of daily television consumption, TV remains the primary medium, especially during Iftar and prime time. Channels 2M and Al Aoula capture the majority of the audience, thanks to content that blends humor and emotion, which is particularly favored by women, who influence the choice of family programs. However, from 10 p.m. to 3 a.m., digital takes over. Facebook, Instagram, and TikTok record high engagement rates, offering brands a privileged space to interact with their audience. Forty-four percent of Moroccans practice multi-screening, switching between television and smartphones to watch reruns on YouTube or comment live on social media. «Ramadan is more than a period of high viewership; it's a time of emotion and connection. Advertisers must adapt their strategies to capture attention at the right moment», explains Siham Malek, Managing Director of Integrate. The study outlines several recommendations to maximize the impact of advertising campaigns : • Combine TV and digital to extend message exposure after Iftar. • Focus on interactive and immersive formats, such as stories and short videos. • Utilize WhatsApp and YouTube, which have become essential for reruns and direct interactions. «Brands that can create an emotional connection with their audience will benefit from lasting engagement», adds Dounia Sekkat, CEO of Com & Talk Agency.
