What do consumers think really matters during Ramadan and what should marketers focus on? 88 per cent of people in the UAE, Saudi Arabia and Egypt said that they will prioritise family time during Ramadan 2025, according to a survey conducted by global advertising technology company The Trade Desk, in partnership with PA Consulting and Brainsights.
The latest research indicates that the holy month of Ramadan is being viewed as a key cultural moment where technology and advertising meets family connections and traditions. 76 per cent of people surveyed said that they view technology as an integral part of Ramadan.
“Ramadan is a pivotal moment for brands to reach their audiences with precision on the channels where they spend most of their time online, and that is outside of social media,” said Terry Kane, Managing Director, Middle East & Africa, The Trade Desk.
Connected TV versus linear TV during Ramadan
The research also revealed a surge in media consumption during Ramadan with connected TV (CTV) emerging as the leading platform and overtaking linear TV. More than half of the respondents, 56 per cent, stated that they will spend more time streaming content on CTV during the holy month than at other times of the year, compared to 48 per cent who watch more traditional TV.
This not only points to the role of TV as a social hub, where shared content fosters deeper connections, but also highlights that CTV’s personalised, on-demand experiences resonate with audiences.
“Our research underscores the importance of understanding these shifting consumer patterns and leveraging the strengths of each digital channel for outreach. Connected TV, in particular, serves as a powerful platform to create culturally mindful, cohesive, and personalised campaigns that truly resonate with audiences during the holy month.”
The study also reflected how media consumption aligns with the rhythms of Ramadan, with CTV and linear TV playing equally significant roles after Iftar and into the early morning, while audio remains a consistent medium throughout the day.
Opportunities for brands
The findings uncovered strong opportunities for brands as most respondents report paying closer attention to ads during Ramadan. However, with 92 per cent of consumers emphasising the importance of brands aligning with the spirit of Ramadan, culturally mindful advertising is essential.
Furthermore, the data also shows the effectiveness of connecting with audiences across multiple channels and devices during Ramadan. Omnichannel campaigns are 1.5x more persuasive and 2.2x less fatiguing than disconnected campaigns, the study revealed.
Consumer spend is also expected to significantly rise in 2025 compared to last year, with respondents signalling increased expenditure across key categories during the holy month.
Notably, 61 per cent plan to spend more on travel, while 68 per cent intend on spending more on luxury goods this year. Over half of those surveyed expect to increase their budgets for food and beverages, with fresh staples such as milk, fish and meat seeing the largest projected growth.
