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Afterwards going dark for a few hours over the weekend, TikTok returned after a pledge by President-elect Donald Trump to delay the ban of the app in the United States on his first day in office.
Whether the popular social platform can find a permanent way to stay online in America is unclear. If it can’t, billions of advertising dollars are bound to migrate alternative channels.
The data shows that the company’s TikTok advertising budgets could eventually be purchased in 2025 – and how much they are worth.
Last year, the 10 largest US app advertisers each devoted at least $45 million to paid media, according to marketing intelligence platform MediaRadar. The list includes The Coca-Cola Company, which increased advertising spending by 206% in 2024 compared to 2023, Target (173%), Walmart (168%) and Procter & Gamble (159%).
Together, these companies contributed a combined $690 million to advertising on TikTok. The sum represents about 14% of the total advertising revenue of the platform in 2024, which MediaRadar puts at $4.8 billion – a peak of 27% compared to 2023.
Despite the increase in advertising dollars, MediaRadar estimates that the gross number of companies advertising on TikTok will decrease from 29,800 in 2023 to 24,300 in 2024.
In terms of ad categories, none expanded on TikTok more last year than pharmaceuticals and supplements, which grew 78%. Restaurants and bars (61%), followed by finance and insurance (54%), also increased their average paid attendance over the past 12 months.
The only major category that pulled behind in advertising was apparel and accessories.
If TikTok fails to find a long-term solution, beating the competition attract their lost advertising revenue it can be lucrative.
Further results from MediaRadar show that among the companies that advertised on Facebook, Instagram, TikTok, or X last year, most companies limited their advertising spending to just one of these four sites. Only about one in five companies managed paid media on two or more of the aforementioned social platforms.
Part of the reason why American lawmakers consider TikTok a threat to national security, and why they moved to ban it, is due to the enormous popularity of the app.
