By Hussein Sobh, Music Supervisor, MassiveMusic MENA
TV and streaming viewership skyrocket in the run up to and throughout Ramadan, giving brands a unique opportunity to elevate their advertising campaigns by tapping into emotions that the holy month brings to consumers.
Across the Middle East, APAC and Africa regions, more than 13.3 million unduplicated TV viewers tuned in during Ramadan last year, with an average 9.1 million viewers per day, and more than 4.5 hours of daily viewing time per person, according to Dubai International Content Market.
In addition, Ramadan viewing hours among an Arab audience rose by 80%, according to the Index.Mena.tv, which provides daily audience data for around five million UAE-based TV viewers.
With these staggering statistics, it’s no surprise that businesses seize the opportunity to elevate their brand during the holy month. Shorter working hours, long days of fasting and evening gatherings with family and friends offer a golden opportunity to capture new customers and enhance brand loyalty among existing ones.
In some ways, marketing activity during Ramadan can be likened to major annual sporting and entertainment events, like the Super Bowl, or World Cup, when viewers look forward to the build-up advertisements and half-time iconic commercials as much as the sports themselves.
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Advertisements during Ramadan can evoke the same anticipation and excitement, leading to extensive debate and discussion amongst brands, the advertising industry and its consumers.
The planning for Ramadan advertising starts long before the holy month begins, with some brands starting their next Ramadan planning as soon as the event is over. Businesses will assess the success of their campaign and build on it for next time round.
Brands in the region will often use the Ramadan period to showcase a new product or launch a new service, with the aim of heightening brand loyalty with a tailored campaign perfected by music that suits the season.
In markets across the Middle East, music is deeply integrated into culture, tradition and the entertainment ecosystem. During Ramadan, people look forward to their much-loved actors and shows returning to their screens – and relish the anticipation of what their favourite ads are going to be that year. It could even be argued that some brands indirectly take it as a challenge and aim to beat their competitors. Over the years, we’ve seen many great “battles of the brands”: think Pepsi v Coke, Etisalat v Vodafone, and more, leading to extensive online conversations and reviews. It’s almost like a social media Letterboxd for ads.
Many advertisements during holy month are built around a customised song, usually something that creative and music agencies come up with from scratch, with regional or local artists, actors and even social media personalities taking the starring role. Often, music is central to the ad, playing a pivotal role in setting the mood for unique cultural shots, such as families coming together for Iftar.
With Ramadan 2026 just around the corner, brands, the creative industry and consumers will already be watching and waiting with anticipation on who and what will take centre stage on our screens this holy month.
MassiveMusic, part of the Songtradr brand portfolio, is the global music and sound partner for leading brands, agencies, & platforms. By blending creativity, data-driven insights, and market-leading technology, MassiveMusic delivers scalable music strategies, innovative technology services and award-winning creative solutions, driving measurable business value and shaping the future of sound. MassiveMusic MENA’s headquarters are located in Dubai, UAE. Learn more at www.massivemusic.com
EMIRATESREPORTER.COM extends its thanks to Hussein Sobh, Music Supervisor at MassiveMusic MENA, for this insightful contribution.
