The changing media landscape leading to fragmentation of screens, broken attention and message overload has had a profound effect on TV viewing. The average ratings in KSA and UAE have dropped by around 22% and 14% respectively over the last five years. The effect is more pronounced against women aged 20-44, with ratings dropping by 27% in KSA as compared to the same time period. This is a worrying trend since these are the key decision makers for most of the big-spending FMCG brands.
The impact is yearlong yet there is one period where TV viewing is a part of the culture and viewers show high receptivity towards advertising messages. This period is the holy month of Ramadan. A month-long TV viewing binge that re
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