Ramadan 2011 Tradition And Transformation

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Ramadan is a month of fasting, intended to remind Muslims about humility, patience and moderation. From a marketing perspective, Ramadan is a month of frenzy and hyperbole, leading to concerns about its commercialization. Ramadan has a major impact on consumers, leading them to alter their daily routine with shorter working hours, longer evenings, limited sleep, fasting during the day and heavy meals in the evenings….Their budgets are also refocused to factor in the socializing that will take place during the month and rampant food inflation at that time of the year. Although there are some variations between countries, the evening entertainment features a heavier TV viewing than normal, thanks to the many hit programs laid on by TV stations at a great expense. This investment is designed to attract a high share of the audience and the many TV advertisers that seek to capitalize on this special time of the year, during which a significant share of annual sales can be achieved. Besides the time and intensity of viewing, the popular program genres also change in Ramadan, with particular attention given to series as well as religious programs and quiz shows. The internet also plays an important role for consumers during Ramadan as their search behavior shows an increase in religion-related search terms. The impact on consumers’ daily life, as well as their media behavior, also affects media investments. TV has by far the highest share of investments during Ramadan. The season tends to command higher rates than usual, with the concentration of hit shows, and leas other media to feel the pinch. While Ramadan is rooted in tradition, there are some new elements this year that need to be factored in. First Ramadan will fall in August, with long and very hot days, making fasting harder than normal. While most people will stay at home to share it with relatives rather than holiday abroad, the political unrest will probably disturb EID travel plans. After finding a limited supply of TV programs from Egypt and Syria as a result of the turmoil there, stations now worry about a limited demand for advertising. This report is intended to summarize the learnings of past and recent Ramadans, as well as the finding of our latest surveys, to inform our stakeholders on the impact of the Holy Month on consumers, media and advertisers. Besides following its traditions, consumers are also impacted by more recent trends and factors. Marketing and media organizations must therefore remain alert to all its dimensions.