Advertisers in the Middle East and North Africa have seen that television and digital advertising are the big successes over the month long religious festival of Ramadan. The period is a big time for advertisers in the region, as the demand for goods and services during Ramadan is around 25% higher compared to the rest of the year. TV accounts for the largest share of advertising spend over the course of the festival, with 85% of ad sales coming from the medium. Similarly, digital media has seen a large increase in spend following the rise of things such as social media and smartphone use. This increase in digital spend has also led to a downturn in the amount of money spent on print advertising, something which has been shrinking at a rate of 5% each year, with newspapers seeing a 26% drop from 2015 to 2016.