Compared to 2015, the advertising investments in Morocco in 2016 remain at a similar level and are to the tune of $575 million (Gross). TV represents the most important share of these investments with 42% of the total during 2016, which back in 2015 were to the tune of 39%. This increase is related to the 6% rise of the top TV spenders. Out-of-home comes second with a share of 26% and Radio comes third with a share of 17%, which represents the same share as 2015. As in most countries, the Newspaper business suffered from the digital shift as its share dropped by 17%. Cinema’s share rose by 44%, reflecting the opening of new multiplex chains. The top ten ad spenders represent 37% of the total in 2016. In this ranking, Unilever is no longer among the top ten and was ousted by the new comer Marjane operating in the retail business. The top 10 advertiser are led by Telco who ranked among the top 3. The same applies to the top 10 brands also led by Telco.