MBC Media Solutions (MMS), the commercial arm of MBC Group, hosted an exclusive event in Riyadh earlier this week, unveiling MBC Group’s Ramadan 2025 programming lineup and sponsorship opportunities.
MBC’s lineup this year features a mix of productions, spanning comedies, dramas, talk shows, and culturally rich content designed to captivate audiences across the region.
MMS also spotlighted its sports advertising solutions available across the Saudi Sports Company’s (SSC) TV and digital platforms, leveraging the unique alignment of the Saudi Football League and the Ramadan season this year, to deliver several engagement opportunities.
Effectiveness of Ramadan content in 2024
MMS highlighted the transformative potential of premium Ramadan content in fostering meaningful connections between brands and their audiences.
MMS revealed that during Ramadan 2024, MBC Group’s TV channels achieved 79.2 per cent individual reach in Saudi Arabia (Etam, 2024) while its streaming platform Shahid, recorded 28 million active users and 246 million plays.
Meanwhile, MBC Group’s four radio stations reached 7 million listeners during the holy month (Ipsos, 2024) and the group’s social media engagements during Ramadan surged to an impressive 137.8 million.
Key conversations at the MMS event in Riyadh
Prominent figures from the entertainment, media, and advertising industries, alongside senior MBC Group representatives, gathered to witness an immersive presentation of the group’s Ramadan content line-up as well as MMS’s Ramadan advertising solutions across television, radio, and digital platforms.
In his keynote address, Ahmed Al Sahhaf, CEO of MMS, emphasised the strategic role of Ramadan programming in creating audience connections & engagement.
He stressed that MMS aims to empower brands to harness the unparalleled media momentum of Ramadan through innovative advertising solutions that are seamlessly woven into the content that MMS represents.
“By crafting campaigns that resonate with audiences, MMS creates integrated brand experiences that make advertisers and brands an essential part of Ramadan’s unique narratives,” Sahhaf said.
The event featured an insightful session led by Eng. Bandar AlMashhadi, CEO of Media Rating Company (MRC), spotlighting the unparalleled impact of television during Ramadan. This was followed by a detailed overview of MBC Group’s exceptional performance metrics during the previous Ramadan season.
Attendees also enjoyed an exclusive preview of the 2025 Ramadan programming lineup across MBC Group platforms, coupled with tailored advertising solutions from MMS.
The event concluded with an engaging panel discussion moderated by Ramzi Ghanem, MMS’s Client Growth Lead, featuring Metab A. AlGhamdi, GM Corporate Brand and Media Management at Mobily, and May Al Saleh, Founder of Joy Productions. The panel explored the pivotal role of Ramadan content in driving audience engagement and amplifying brand impact.
Local and international companies, government entities, and key figures from MBC Group attended the event, reflecting the widespread anticipation and influence of MBC Group’s Ramadan offerings.
