The Com & Talk Agency has just published the main findings of a study conducted with Integrate, a market research institute specializing in Morocco, Algeria, and Tunisia affiliated with the KANTAR group, on the topic of media consumption and winning strategies for Moroccan advertisers during the month of Ramadan.
The findings of this study offer interesting insights and can easily be extrapolated to advertisers in French-speaking Africa, who traditionally also take advantage of this period to communicate intensively.
Television and digital: a winning combination
During Ramadan, television remains a key medium, with television channels making programming efforts and increased consumption during prime time.
Digital media, particularly social networks such as Facebook, Instagram, and TikTok, are also gaining importance after Iftar (10 p.m. to 3 a.m.).
The study therefore recommends a winning strategy that involves capitalizing on the growth in prime-time TV audiences while continuing to engage with consumers on digital platforms such as social media, YouTube, and WhatsApp in a synchronized manner to strengthen direct interaction with consumers.
The study also shows that Ramadan is not simply a one-off audience peak. It is a period when emotion, engagement, and relevance of messages are essential. Brands that know how to leverage the complementary nature of television and digital, with authentic and immersive content, maximize their impact on the market.
To this end, the study recommends creating messages that resonate with Ramadan values and local culture, targeting women by recognizing their predominant influence in program choices, and adapting messages accordingly.
Ramadan 2025 represents a major opportunity for brands in West Africa. By strategically combining TV and digital, creating authentic content, and adapting to local habits, advertisers can maximize their impact during this crucial period.