Sponsor insights

Partnership Reports

Potential Stateside TikTok Ban Could Offer Sponsorship Opps to Rivals

April 6, 2023

The U.S. government’s move to potentially ban TikTok in the U.S. begs the question: how would the stateside shutdown of the red-hot app affect the Web/App (Visual, Social & Collaboration) category?

There are more than 340 brands buying sponsorships / media in the category, which translates to 1 sponsorship deal per property and more than 2 deals per brand across all property types. Not surprisingly, these brands tend to embrace social media: 54% of all deals include a social post, while 22% include digital content. Just 3% of partnerships include TV-visible venue signage.

TikTok leads the list as the category’s most active brand, with over 65 sponsorship deals with properties including the New York Yankees, the Aston Martin F1 Team, and UFC. The entertainment app engaged 10.7M users across 140 total social posts in the last 12 months. Currently, 19 of TikTok’s sponsorship/media deals are in the U.S. Only time will tell how rumors of a looming ban will impact these deals.

Meta and Active Network tie for 2nd place with 20 sponsorships each, trailed by Bumble and Tinder in 3rd with 18 deals respectively. Facebook, Zoom, Discord, OnlyFans, and Webex by Cisco round out the top 10 most active brands.

Social posts lead the list of the category’s most frequently bought assets. Messenger, a Facebook sub-brand, partnered with Cardi B on three Instagram posts last year, scoring the most engagement of any brand in the category with 3.9M. Property entitlements, digital content, broadcast ads, and event content & activations are other assets popular within the Web/App category.

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