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TikTok competes with linear TV and streamers for sports advertisers

TikTok Held an 8-Week Session with Sports Advertisers to Teach Ad Tools

TV and streaming services are considered the main battleground for sports viewership and advertising spending. But TikTok’s courting of advertisers shows that, as more spending shifts to digital channels, linear TV doesn’t just have to worry about streaming eating its market share.

This isn’t TikTok’s first foray into sports advertising: The app held a weeklong activation around last season’s Super Bowl and attracted major TV advertisers like State Farm, which opted not to make a costly ad for the big game and instead focused spending on TikTok.