It was to be expected, and now it’s confirmed, in Morocco the latest statistics on the advertising market published a few days after the start of the holy month of Ramadan reveal a sharp drop in advertising revenue for the Moroccan audiovisual industry.
Usually the month of Ramadan represents the peak of advertising investment in Muslim countries, however, this year, which coincides with the new health crisis caused by the Covid-19 pandemic, unusual drops have been recorded.
According to the latest statistics delivered by the data provider Imperium, a few days after the beginning of the holy month, there has been a general downward trend. In fact, advertising investments during the first 7 days of this month amounted, in gross terms, to less than 166.5 million DHS (16 million euros), i.e. -36% compared to the same period in 2019.
All media are affected by this trend, “Radio is the most affected media with -50% compared to the same period in 2019, digital is down by -45%, television by -35%, the press is at -33% and the poster, which is the least affected media, is down by -25%,” Imperium statistics indicate. As for the cinema, it is still out of business due to the Coronavirus crisis.
Furthermore, while the ranking of the media in terms of invested budget remains unchanged, the distribution of the budget over the different media represents some changes in trends compared to the same period in 2019. Indeed, “television is still the most popular media at 64% (i.e. -2 points compared to 2019), followed by billboards with 16% market share (i.e. +2 points), radio, which loses 3 points with a 12.5% market share, the press at 5%, and digital, which is slightly down by 0.4 points, has a 2.5% market share”, points out the press release.