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Big Brands Aren’t Spending on TikTok Like They Used To

In light of the ongoing controversy surrounding TikTok's presence in the United States, major advertisers are reassessing their strategies regarding the social media giant. As per reports published in AdWeek, total advertising expenditure on TikTok decreased during April and May, signaling an uncertain road ahead. Four prominent companies - namely Target, DoorDash, Bayer, and Proctor & Gamble – drastically cut back on their advertisement spending within the past several months based on information gathered through Media Radar analysis.

Target led the pack, slashing expenditures by approximately thirty percent, closely followed by DoorDash, who trimmed twenty-five percentage points off theirs. Meanwhile, the pharmaceutical conglomerate Bayer scaled down by around twenty percent while consumer goods behemoth P&G opted out of ten percent fewer advertisements.

This shift can largely be attributed to growing uncertainty about whether TikTok shall continue operating unhindered inside American borders based on pending legislation, effectively banning the application unless drastic measures materialize beforehand.

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