Rabat – According to the Observatoire Marocain Les Impériales (OMLI), which tracks advertising investments via data collected by Imperium, the first ten days of Ramadan 2026 saw a cautious but resilient market.
Advertising investments reach MAD 425 million, up slightly from MAD 421 million in the same period in 2025, marking a 1% increase.
“Beyond the numbers, the first ten days of Ramadan 2026 outline a stable yet cautious advertising market,” said OMLI Director Lamia Ajana.
Ajana also described this trend as “highly dependent on television, increasingly concentrated among major advertisers, and characterized by significant audience shifts and sectoral rebalancing.”
After several years of strategic adjustments, advertisers are focusing on optimization and rationalization rather than expanding budgets, signaling measured resilience over aggressive growth.
Television maintains dominance
Television remains the primary advertising medium, capturing 65.3% of investments during the first ten days of Ramadan 2026, slightly down from 67.7% in 2025.
Despite the minor decline, TV continues to anchor communication strategies, thanks to high Ftour time audiences and the broad reach of major networks.
Other channels show a more limited but strategic presence: out-of-home displays (13.6%), radio (12.2%), and digital (6.7%), which continues its upward trend from 2025.
Conversely, print media (1.9%) continues its decline, confirming a structural decrease in its share of the media mix.
Greater concentration of investments
The number of advertisers reveals a trend toward investment concentration: fewer advertisers occupy key media but maintain overall spend. Comparisons between 2025 and 2026 show:
TV: 91 → 83 advertisers
Press: 295 → 175
Radio: 125 → 135
Outdoor: 510 → 487
The sharp drop in press advertisers reflects a strategic focus on major players with larger budgets, while smaller advertisers shift toward other channels, emphasizing selectivity over dispersion.
The sectors of focus
Sector analysis underscores contrasting dynamics:
- Food: (39.3%, -7,5%)
- Telecoms: (21.1%, -3.4%)
- Insurance: (+138%)
- Automotive & Transport: (+80.7%)
- Maintenance: (+46.4%)
- Banking (-35.5%)
- Retail (-33%)
- Hygiene & Beauty (-44.2%)
These trends indicate a recomposition of the sectoral mix, with strategic sectors gaining prominence while traditionally dynamic categories face tighter budgetary constraints.
