Advertisements on Arab Television Channels during Ramadan from the Viewpoint of Viewers

Abstract

This research focuses on studying television advertisements during Ramadan month and consumers' relationship with them through their exposure to them and the consequent cognitive, emotional and behavioral effects. To achieve the research goals, we relied on analyzing the results of an electronic survey that was distributed to a random sample of the society in Saudi Arabia, consisting of 262 individuals. The results showed that respondents relied on television to view television advertisements during Ramadan intentionally or incidentally. The advertising message and visual and audio effects helped attract and grab the attention of respondents to learn about products, goods and services and obtain information about them, pushing them to purchase them. However, the excessive repetition of television ads also caused boredom and annoyance among respondents, who recommended reducing the number of television ads during Ramadan and the frequency of their broadcast, in addition to establishing rules and regulations governing them.