By Ziad Issa, chief client officer – media, Ipsos MENA
The media landscape is no stranger to constant change. It has long witnessed shifts in trends, technologies, consumption and overall attitudes. However, during Ramadan, the usual viewer behaviour regarding content consumption is entirely reconstructed. Additionally, the pandemic massively affected the evolution and development of the current media formats, consequently making it harder for the industry to predict how consumers will act in the forthcoming months of Ramadan.
Within the media mix, there are many channels for consumers to pick from, to view their fav
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