TikTok, facing a congressional threat to ban its operations in the US, has launched an aggressive ad campaign, more than doubling its advertising expenditure to combat the potential crackdown.
Ad Spend Soars to .5 Million
Since March, TikTok has spent over .5 million on advertising, according to data from AdImpact. Over .5 million of this has been poured into television ads alone, with another 0,000 invested in digital advertisements.
Congressional Push for Divestment
The House of Representatives recently passed a bill that would give TikTok’s parent company, ByteDance, nine months to divest the popular social media app or face a ban in the US. The bill is currently tied to legislation providing aid to Ukraine and Israel.
President Biden’s Support
President Joe Biden has indicated that he would sign such a bill into law if it reaches his desk. The bill includes a provision that would provide ByteDance an additional 90 days beyond the nine-month divestiture period if progress is being made towards a sale.
Targeting Battleground States
TikTok’s ad campaign includes targeted advertising in key battleground states such as Nevada, Montana, Wisconsin, Pennsylvania, and Ohio, where vulnerable Senate Democrats are vying for reelection.
Pennsylvania Focus
In Pennsylvania, where TikTok has spent over 0,000 on ads, Senator Bob Casey is running for reelection. This demonstrates the company’s efforts to influence lawmakers in these critical states.
Ad Messaging: Data Protection and Economic Impact
TikTok’s advertisements highlight the protection of US users’ personal data from the Chinese government and emphasize the app’s importance to American businesses.
User Mobilization and Strategic Partnerships
TikTok has encouraged its massive user base to contact congressional members and demand opposition to the ban, with resounding success. The company has also partnered with trade associations and civic organizations to strengthen its advocacy efforts.
Senate Support Uncertain
While the House has passed the TikTok ban bill, its future in the Senate is less clear. Senate Commerce Committee Chair Maria Cantwell has endorsed the bill, but it faces potential amendments and opposition from other senators.
Impact of Ad Blitz
TikTok’s significant ad spend and strategic partnerships could help sway public opinion and influence lawmakers’ decisions. However, the outcome of the congressional debate and the fate of TikTok in the US remain uncertain.
References
- LA News Center (formerly Fox News): TikTok Doubles Ad Buy to Fight Potential U.S. Ban as Congress Moves to Fast-Track Legislation
- AdImpact: TikTok Ad Spending Data
