How TV channels coped with the fears of Covid-19’s pandemic impact on Ramadan Ads?

It is no doubt that the season of Ramadan ads has been greatly affected this year due to the repercussions of Covid-19 pandemic, which was clearly noticed during the first half the the holy month as the volume of ad spending declined by most advertisers during the month.

Certainly, there are many questions that TV channels owners and marketers in agencies and corporates searched for their answers before Ramadan season, which we explain in this article.

How Covid-19 crisis may affect the volume of ad spending during Ramadan ?

It is clear that the volume of ad spending has been unprecedentedly declined this month, and this might have not been expected during the quarantine time which certainly means an increase in TV views rates and thus an increase in ad spending.

On the other hand, most advertisers considered that the opportunity to benefit from the volume of TV views is not commercially viable at the present time due to the decline in the purchasing power of the majority of citizens, due to the impact of Covid-19 pandemic on businesses, which reflected directly on incomes.

Therefore, advertisers, especially in the food and beverage sector, decided to direct their campaigns to the Internet, which is less expensive than television, as well as focus on offers in malls and commercial centers, while some other sectors stucked to TV, such as real estate and communications.

Covid-19’s impact on TV Ads pricing in Ramadan

TV channels coped with the fears of Covis-19’s pandemic impact on the volume of ad spending in Ramadan by increasing the prices of the ad spots, which reached 350,000 EGP per spot on some channels like “DMC”, “ON TV” and “Al-Nahar”, while some channels decided to increase prices of conditional ads by 50% more than the original price.

on the other side, some other TV channels such as “MBC Masr” set a competitive rate of 200,000 EGP per spot on its TV series and programs during Ramadan, except for its prank show “Ramez Majnoun Rasmy” at 300,000 EGP per spot.

TV Ad Rates For Ramadan 2020

It is noteworthy that “On TV”, “DMC” and “Al-Nahar” channels topped the list of the most expensive channels this season, at a rate of 350,000 EGP per spot “30 seconds” with the series “Al-Nehya” & “Al-Ekhteyar” on ON TV, “Al-Prince” & “Valentino” on DMC, and “Sultanet Al-Moez” on Al-Nahar TV.

While “Ramez Majnoun Rasmy” prank show topped the list of TV programs at 300,000 EGP per spot “30 seconds”.

Among TV channels which offered full advertising packages, CBC topped the list at a rate of 11 million EGP for 180 spots “30 seconds” divided into 80 Spots on CBC, 50 on CBC Drama, likewise on CBC Sofra.

For “Madfa’ Al-Iftar” ad rates, Al-Hayat and ON TV topped the list with a 2.5 million EGP package for each.