MBC Group’s TV channels attracted 10.1m unique viewers in Saudi Arabia during Ramadan 2025.
MBC Media Solutions (MMS) has hosted an exclusive, high-profile event in Riyadh to reveal MBC Group’s much-anticipated Ramadan 2026 programming slate, alongside a range of sponsorship and brand integration opportunities for advertisers.
The invitation-only gathering brought together senior leaders from the entertainment, media and advertising sectors, as well as MBC Group executives, for an in-depth presentation showcasing the group’s Ramadan offerings and MMS’s advertising solutions across television, radio, digital and social platforms.
MBC Group’s Ramadan 2026 line-up was presented as a rich and diverse portfolio of premium content, spanning drama, comedy, cooking formats, talk shows and culturally relevant programming aimed at capturing audience attention and shaping viewing habits across the region during the holy month.
During the event, MMS highlighted Ramadan’s position as the most influential period for media consumption and family viewing, underlining the role of high-quality content in creating strong connections between brands and audiences. The company shared performance data showing that during Ramadan 2025, MBC Group’s television channels reached 10.1m unique viewers in Saudi Arabia, according to KSA TAM figures.
Digital and audio platforms also delivered strong results, with Shahid exceeding 35m active users across MENA and recording a 21% year-on-year increase in Saudi Arabia to reach 12m users. MBC Group’s four radio stations attracted a combined audience of 8.2m listeners during Ramadan, while social media engagement climbed to 250m interactions over the same period.
In his opening remarks, MBC Group CEO Mike Sneesby emphasised the cultural importance and scale of Ramadan viewing, noting that the group is preparing for another standout season filled with premium content moments for audiences. Ahmed Al-Sahhaf, CEO of MMS, followed with a fireside discussion focused on Ramadan as the most impactful media window of the year and how MMS supports brands in moving beyond traditional advertising toward integrated storytelling experiences.
A dedicated data-driven session led by Mathieu Yarak, Head of Data at MMS, examined audience behaviour and engagement trends across TV, Shahid, radio and social media. The presentation highlighted MBC Group’s sustained reach and influence, while sharing key performance insights from the previous Ramadan season.
The event concluded with an exclusive preview of MBC Group’s Ramadan 2026 programming across its platforms, alongside customised sponsorship and integration packages from MMS designed to help brands align naturally with the content and moments that resonate most with audiences. The strong turnout from local and international brands, government entities, and industry stakeholders reflected the high level of anticipation surrounding MBC Group’s Ramadan season and its continued position as a leading media destination during the holy month.
