Key regions: Australia, France, United States, Japan, United Kingdom
The Newspaper Advertising market in Morocco has been experiencing significant growth in recent years.
Customer preferences: Moroccan consumers still value printed newspapers as a trusted source of news and information. Despite the rise of digital media, many individuals prefer to read news articles in print format, which has contributed to the continued demand for newspaper advertising. Additionally, newspaper readership remains strong among older demographics who may be less inclined to adopt digital platforms.
Trends in the market: One of the key trends in the Moroccan newspaper advertising market is the shift towards targeted advertising. Advertisers are increasingly looking for ways to reach specific audiences and maximize the impact of their campaigns. This has led to the development of innovative advertising formats and strategies within the newspaper industry, such as sponsored content and native advertising. These approaches allow advertisers to tailor their messages to the interests and demographics of the newspaper's readership, resulting in more effective campaigns.
Local special circumstances: Morocco's media landscape is unique in that it is heavily influenced by the government. The state-owned media company, Société Nationale de Radiodiffusion et de Télévision (SNRT), holds a dominant position in the market and has a significant impact on advertising practices. Advertisers often have to navigate complex regulations and restrictions imposed by the government, which can affect the overall growth and development of the newspaper advertising market.
Underlying macroeconomic factors: Morocco's economy has been steadily growing in recent years, which has had a positive impact on the advertising industry as a whole. A growing middle class and increased consumer spending power have resulted in higher advertising budgets, including investments in newspaper advertising. Additionally, Morocco's strategic location as a gateway to Africa has attracted international businesses, leading to increased advertising opportunities in the country. In conclusion, the Newspaper Advertising market in Morocco is experiencing growth due to customer preferences for printed newspapers, the trend towards targeted advertising, local special circumstances such as government influence, and underlying macroeconomic factors. As the market continues to evolve, it will be important for advertisers to adapt their strategies to meet the changing needs and preferences of Moroccan consumers.
Data coverage:
Data encompasses enterprises (B2B). Figures are based on newspaper advertising spending and exclude agency commissions, rebates, production costs, and taxes. The market covers advertising in printed newspapers.Modeling approach:
Market size is determined by a combined top-down and bottom-up approach. We use industry association reports, third-party reports, and survey results from our primary research (e.g., Consumer Insights Global Survey) to analyze the markets. To estimate the market size for each country individually, we use relevant key market indicators and data from country-specific industry associations, such as GDP, population, urban population, and education index.Forecasts:
We use a variety of forecasting techniques, depending on the behavior of the market. For instance, the S-curve function is well suited to forecast digital products due to the non-linear growth of technology adoption, whereas exponential trend smoothing (ETS) is more suited for projecting steady growth in traditional advertising markets.Additional notes:
Data is modeled using current exchange rates. The impacts of the COVID-19 pandemic and the Russia-Ukraine war are considered at a country-specific level. The market is updated twice per year in case market dynamics change.
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