As the Holy Month of Ramadan descends upon Saudi Arabia, a profound transformation takes place. It’s a period of heightened spirituality, social connection and cultural celebration, where values of family, togetherness and generosity take centre stage. In addition to its cultural and religious significance, Ramadan has evolved into a critical period for marketers, presenting both unparalleled opportunities and unique challenges in an increasingly complex and evolving media landscape.
TV remains dominant, but streaming is on the rise
Television remains the undisputed heavyweight champion of Ramadan viewing in Saudi Arabia. Over 90 per cent of the population tunes in daily, spending a whopping average of five hours and 35 minutes glued to the screen. TV is where families gather to share the experience of Ramadan programming, from religious shows to dramas. But – and this is a big ‘but’ – the younger generation is increasingly drawn to the flexibility of streaming. This means smart marketers need a game plan that covers all the bases.
Streaming: The fast-rising challenger
While TV might be king, streaming services are rapidly gaining ground. The ability to choose what you watch, when you watch it and often with a focus on local, culturally relevant content is a powerful draw, especially later in the evening. A staggering nine out of ten people in Saudi Arabia stream video content during Ramadan, spending over two hours a day on these platforms.
And here’s a key insight: homegrown Saudi streaming services are booming, used 1.6 times more than international ones. Ramadan 2024 really hammered home a crucial point: we’re not talking about TV versus streaming anymore, it’s a hybrid world. Each platform plays a different, but important role in how people consume content. This shift is fuelled by what people want: family-friendly shows (63 per cent), a wide range of options (59 per cent), original exclusives (59 per cent), plenty of Arabic content (58 per cent) and live TV
access (57 per cent).
The advertising arena: Navigating the noise
Ramadan is the peak season for advertising in Saudi Arabia. Ad spending goes through the roof as brands try to catch eyeballs during peak viewing hours, especially around Iftar. We’re talking a total ad spend of $1.2 bn, with local brands contributing a hefty $445m – a 12 per cent jump from the year before.
But here’s the challenge: that massive spending creates a ton of noise. It’s like trying to shout over a crowd. Brands need to be incredibly clever and creative to break through. How?
Strategies for success: making your mark
To effectively navigate this landscape, brands need a strategic approach:
- Get the culture right: Your campaigns must resonate with the spirit of Ramadan. Think about the imagery, the themes – but don’t let the brand get lost in the process.
- Be creative, be memorable: Great storytelling and a touch of humour can make all the difference. You need to stand out from the sea of ads.
- Brand first, always: Make sure your brand cues – your logo, your colours, your overall message – are clear and consistent. People need to remember who is talking to them.
- Timing is everything: Iftar and prime-time advertising are essential, but don’t overlook the potential of late-night. Could strategic placements on streaming and digital platforms after traditional TV hours offer a valuable, less cluttered advertising opportunity?
- Think omnichannel: Create synergistic impact. Don’t treat each channel in isolation. Design your Ramadan campaign so that each platform complements and reinforces the others.
A well-executed omnichannel strategy creates a synergistic effect, amplifying your message and helping it break through the clutter more effectively than any single channel could alone.
Winning in Ramadan: A delicate balance
The key takeaway? The Ramadan advertising space is saturated. It’s not enough just to be seen; you need to be remembered and linked to your brand. Many ads simply blend together, making it incredibly difficult to stand out. That’s why strong brand assets – your logo, colours, music, even the way you tell your stories – are absolutely critical for recall.
The ideal zone is where Ramadan themes, your target audience and your brand’s identity all intersect. Ads that hit the right emotional notes and tell compelling stories are the ones that will truly resonate. Ultimately, success in Ramadan advertising comes down to a deep understanding of the culture, how people consume media and the ever-changing landscape. Creativity, strategic planning and a laser focus on your brand message are your tools. These are the keys to breaking through the clutter and making a real, lasting impact.
And finally, here’s the crucial question: Without measurement, how will you know if you’ve struck gold or hit a mine?
By Joelle Farah, Chief Commercial Director – Media, Ipsos MENA
