Overview of Advertising Investments
According to the Moroccan Observatory for Advertising Investments, a total of 425 million dirhams were invested in advertising during the first ten days of Ramadan 2026. This represents a slight increase of 1% compared to the 421 million dirhams recorded during the same period in 2025. The data, collected by the specialized firm Imperium, suggests a stable advertising market rather than a dynamic expansion, indicating a cautious budgeting environment among advertisers.
The report highlights that after several years characterized by strategic adjustments and financial dilemmas, advertisers are now focusing on optimizing their investments rather than significantly increasing their budgets. Television remains the dominant medium, capturing 65.3% of advertising investments during this early Ramadan period, although this is a decrease from 67.7% in 2025. Despite this slight decline, television continues to play a crucial role in advertisers' communication strategies.
Following television, billboards accounted for 13.6% of total investments, while radio secured 12.2%. The digital sector demonstrated growth, achieving a 6.7% share of investments, an increase compared to the previous year. Conversely, the print media sector has continued its downward trend, now only attracting 1.9% of advertising investments, highlighting a structural decline within the media landscape.
Furthermore, the analysis reveals an interesting trend regarding the number of advertisers. While the overall investment volume remained stable, the count of advertisers has decreased across various media channels. From 2025 to 2026, the number of television advertisers fell from 91 to 83, print media dropped from 295 to 175, and billboard advertisers decreased from 510 to 487. This consolidation suggests a focused investment strategy among a smaller number of advertisers, which could indicate a shift in market dynamics.
As reported by thevoice.ma.
