Research shows a spike in media consumption during Ramadan, with Connected TV (CTV) surpassing linear TV as the leading platform.
New research by The Trade Desk has revealed the prominent role of media during Ramadan and the omnichannel advertising opportunities to reach a multi-screen audience. The report highlighted the holy month of Ramadan as a key cultural moment where technology and advertising meet family connections and traditions. The study conducted across the UAE, Saudi Arabia and Egypt reveals that 88% of respondents prioritise family time above all else during the holy month, while 76% view technology as an integral part of Ramadan.
The findings show a notable increase in media consumption, with Connected TV (CTV) surpassing linear TV as the dominant platform. More than half of respondents (56%) plan to stream content on CTV more frequently during Ramadan, compared to 48% who will watch more traditional TV. This shift underscores the role of TV as a social hub, fostering shared viewing experiences, with CTV offering personalised, on-demand content that resonates with audiences.
Commenting on the findings of the study, Terry Kane, Managing Director, Middle East & Africa, The Trade Desk, said: “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. 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 highlights how media consumption aligns with Ramadan’s daily rhythms. Both CTV and linear TV see peak engagement after Iftar and into the early morning, while audio remains a steady presence throughout the day. The report further reveals that consumers are more receptive to ads during Ramadan, with 92% emphasising the importance of brands aligning with the month’s spirit.
The effectiveness of reaching audiences across multiple digital touchpoints is also evident. Global research by The Trade Desk, in collaboration with PA Consulting and Brainsights, indicates that omnichannel campaigns are 1.5 times more persuasive and 2.2 times less fatiguing than campaigns that lack cross-channel integration.
Consumer spending is expected to rise significantly in 2025 compared to last year. Notably, 61% of respondents plan to increase travel expenses, while 68% anticipate higher spending on luxury goods. Over half of those surveyed expect to allocate a larger budget for food and beverages, with fresh staples like milk, fish and meat seeing the highest projected growth.
As brands seek to engage with consumers during Ramadan, the findings emphasise the need for thoughtful, culturally aligned and data-driven advertising strategies to maximise impact.
