After going dark for a few hours over the weekend, TikTok has returned following a pledge from President-elect Donald Trump to delay the app’s U.S. ban on his first day back in office.

Whether the popular social platform can find a permanent way to stay online in America remains unclear. If it can’t, billions of advertising dollars are bound to migrate to alternative channels.

Data shows which companies’ TikTok ad budgets might eventually be up for grabs in 2025—and how much they’re worth.

Last year, the app’s 10 largest U.S. advertisers each dedicated at least $45 million to paid media, according to marketing intelligence platform MediaRadar. The list includes The Coca-Cola Company, which increased ad spend by 206% in 2024 compared to 2023, Target (up 173%), Walmart (168%), and Procter & Gamble (159%).

Together, these companies contributed a combined $690 million to advertising on TikTok. The sum represents around 14% of the platform’s total 2024 ad revenue, which MediaRadar puts at $4.8 billion—a 27% spike compared to 2023.

Despite the rise in ad dollars, MediaRadar estimates the raw number of companies advertising on TikTok declined from 29,800 in 2023 to 24,300 in 2024.

In terms of ad categories, none expanded across TikTok more last year than pharmaceuticals & supplements, which grew 78%. Restaurants & bars (61%), followed by financial & insurance (54%), also increased their paid media presence throughout the past 12-month period.

The lone major category that pulled back on advertising was apparel & accessories.

If TikTok fails to find a long-term solution, beating the competition to attract its lost ad revenue may prove lucrative.

Additional findings from MediaRadar show that among the companies that advertised on Facebook, Instagram, TikTok, or X last year, the vast majority of businesses limited their ad spend to just one of these four sites. Only about one in five companies ran paid media on two or more of the aforementioned social platforms.

Pagine: 1 2