While Snapchat and TikTok compete for the attention of young mobile-first audiences, Snapchat has also been happy to take the upstart streamer’s ad dollars. So much so that, according to the ad sales intelligence company MediaRadar, TikTok is the single biggest advertiser on Snapchat.
The firm’s analysis shows that TikTok’s U.S. ad spend quadrupled between 2018 and 2019, with about 80% of it going to Snapchat. TikTok was Snapchat’s top advertiser in 2019, above brands like Coca-Cola, Comcast, Disney and AT&T. MediaRadar sources its data from its own proprietary algorithm in conjunction with ad agency reporting.