Ad dollars stay the course on TikTok, ban or no ban
TikTok’s fate may be uncertain in the U.S. but many advertisers are simply shrugging and spending anyway, according to a Digiday+ Research survey of brand, retailer and agency professionals.
Nearly halfway through its second 75-day countdown to being banned, the platform is still seen as a dependable partner — proof that, in advertising, consistency can sometimes outweigh certainty.
More than half (58%) of the 144 survey respondents agreed that they’ll continue spending while TikTok remains in limbo, while just over a quarter (26%) said they are undecided about spending on the platform during this period of uncertainty.
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Related Knowledge Center: The TikTok ban
The U.S. Congress passed and President Joe Biden signed into law a measure banning TikTok if it weren’t sold by its Chinese ownership. But now-President Donald Trump gave the service a reprieve, and a sale of its U.S. operations appears imminent.