Market Insights Advertising & Media Advertising TV & Video Advertising

Traditional TV Advertising - Morocco

Morocco

Ad spending in the Traditional TV Advertising market in Morocco is forecasted to reach US$213.50m in 2024.
The ad spending is anticipated to demonstrate an annual growth rate (CAGR 2024-2029) of 0.87%, leading to a projected market volume of US$223.00m by 2029.
The average ad spending per TV Viewer in the Traditional TV Advertising market in Morocco is estimated to be US$10.35 in 2024.
By 2029, the number of users in the Traditional TV Advertising market in Morocco is expected to reach 21.8m users.
Traditional TV advertising in Morocco is experiencing a resurgence, with local businesses leveraging its wide reach and impact to engage with diverse audiences effectively.

Key regions: Germany, Europe, Japan, United Kingdom, Australia

Definition:
Traditional TV Advertising refers to ad spending on moving image formats broadcasted via traditional transmission channels such as terrestrial and digital terrestrial (DTTV, DTT, DTTB) TV, cable TV, satellite TV, and linear TV delivered via Internet Protocol television (IPTV). Terrestrial television uses traditional antennas that transmit analog signals. Analog terrestrial TV has undergone a digital switchover (DSO) to digital terrestrial TV in most parts of the world. For digital terrestrial TV, television broadcasting stations transmit TV content through radio waves to televisions in households in a digital format. Internet Protocol television (IPTV) refers to the delivery of television content via Internet Protocol networks. IPTV is used in subscriber-based telecommunications networks via set-top boxes or other customer-premises equipment (IPTV is included in the cable revenue split here). Traditional TV Advertising covers all ad spending on pay-TV operators and networks as well as free-to-air networks and free-to-air spin-off digital channels from terrestrial network operators. Usually, the distribution of advertising time in television programs is either carried out by the broadcasters themselves or by marketing agencies.

Structure:

Cable TV signals are transmitted through coaxial or fiber-optic cables directly to each household without the need for external antennas.
Satellite TV includes television programming with the use of communication satellites that transmit to satellite dishes. A dedicated satellite receiver (external set-top boxes or built into TV sets) decodes the television program.
Digital Terrestrial Television (DTT), sometimes known as direct-to-terrestrial television, is a type of television reception in which a signal is transmitted directly to a viewer's antenna rather than through a cable or satellite system. As a rule, HDTV signals are available through digital terrestrial television, and this type of television also makes better use of the radio spectrum.

Additional information:
Traditional TV Advertising comprises advertising spending, users, average revenue per user, and user demographic. The market only displays B2B spending and users. Figures are based on Traditional TV Advertising spending and exclude agency commissions, rebates, production costs, and taxes. For more information on the data displayed, use the info button right next to the boxes.

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Analyst Opinion

The Traditional TV Advertising market in Morocco is experiencing steady growth and development.

Customer preferences: Moroccan consumers still have a strong preference for traditional TV advertising, despite the rise of digital platforms. They enjoy the convenience and reliability of watching their favorite shows and commercials on television. Many households in Morocco have access to television, making it an effective medium for advertisers to reach a wide audience.

Trends in the market: One of the key trends in the Traditional TV Advertising market in Morocco is the increasing investment from local and international brands. Companies recognize the value of television as a powerful advertising channel and are allocating significant budgets to TV advertising campaigns. This trend is driven by the high viewership and engagement levels of Moroccan audiences, making it an attractive platform for brands to promote their products and services. Another trend in the market is the diversification of TV advertising formats. Advertisers are experimenting with different types of commercials, including product placements, sponsorships, and interactive advertisements. This allows brands to capture the attention of viewers and create a memorable advertising experience. Additionally, there is a growing trend of targeted advertising, where commercials are tailored to specific audience segments based on demographics and viewing habits.

Local special circumstances: Morocco has a vibrant television industry with a wide range of channels catering to different interests and demographics. This diversity provides advertisers with the opportunity to reach specific target audiences through niche channels. Additionally, the Moroccan government has implemented regulations to ensure fair competition and protect consumers from misleading advertisements. These regulations contribute to a transparent and trustworthy advertising environment.

Underlying macroeconomic factors: Morocco's stable economic growth and increasing consumer purchasing power are driving the development of the Traditional TV Advertising market. As the economy expands, more companies are entering the market and investing in advertising to promote their products and services. Furthermore, the government's efforts to improve infrastructure and expand access to television in rural areas are also contributing to the growth of the market. In conclusion, the Traditional TV Advertising market in Morocco is thriving due to customer preferences for television, increasing investment from brands, diversification of advertising formats, a vibrant television industry, stable macroeconomic factors, and government regulations. These factors create a favorable environment for advertisers to engage with Moroccan consumers and drive the growth of the market.

Methodology

Data coverage:

Data encompasses enterprises (B2B). Figures are based on traditional TV advertising spending and exclude agency commissions, rebates, production costs, and taxes. The market covers non-digital formats such as terrestrial TV, cable TV, satellite TV, and linear TV.

Modeling approach:

Market size is determined by a combined top-down and bottom-up approach. We use annual financial reports of the market-leading companies and industry associations, 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, media consumption, number of households with television, and consumer spending.

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.