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When advertisers turned to digital advertising to capture peoples’ attention during Super Bowl Sunday, they were prioritizing different digital channels than in 2022, with a pivot toward TikTok and away from Twitter, spurred by frictions with the latter platform and marketers finding equal-to-better performance elsewhere.
The top 20 spenders on digital ads spent $3.02 million on TikTok ads between Jan. 1 and the Super Bowl Sunday, according to data from Sensor Tower. That’s an increase of more than 400% from the $54,307 brands spent in 2022.