Data: Brands spend $4.8bn on TikTok ads in 2024
January 21, 2025
Data from MediaRadar shows that advertisers spent $4.8 billion (€4.59bn) on TikTok during 2024, a 27 per cent YoY increase from 2023, when $3.8 billion was spent.
Of note, end-of-year spend skyrocketed compared to 2023, with a 45 per cent YoY increase in November and a 77 per cent YoY increase in December.
Top advertisers combined for $690 million in spend
The top ten advertisers on TikTok, led by The Walt Disney Company, combined to spend $690 million, or 14 per cent of advertising on the platform. Each advertiser spent at least $45 million in 2024.
Electronics & Software top category by spend
Electronics & Software led all categories in spend, with $876 million in 2024, a 15 per cent YoY increase. Media & Entertainment was second with $708 million (up 22 per cent YoY), while Retailers & Wholesalers was third with $626 million (up 51 per cent YoY).
Number of TikTok advertisers declined
The number of companies advertising on TikTok last year was 24,300, an 18 per cent YoY decrease from 2023, when 29,800 thousand companies advertised. Brand/product lines advertised on the platform also decreased 16 per cent YoY to 30,000 down from 35,600 during 2023.
In 2024, 91,800 companies advertised on one of the four biggest social media platforms (Facebook, Instagram, TikTok, and X). This was 19 per cent more than the 77,000 companies tracked in 2023. Some 74,000 of them advertised exclusively on one platform, with 16,000 of them only on TikTok.