Tag Archives: The American Parents Coalition

Can TikTok’s $2 Million Ad Blitz Buy Time For the Beleaguered Platform?

by doctorads

Well the Doc opened up the old mailbag today and here’s what poured out.

Dear Dr. Ads,

There I was, minding my own business and reading Oliver Darcy’s latest post at CNN’s Reliable Sources, when I came across this item about the video-sharing site TikTok.

TikTok has launched a $2.1 million television ad campaign as its fate is decided by the U.S. Senate, Brian Schwartz reports. (CNBC)

What’s the deal here, Doc – do U.S. Senators even watch TV? Wouldn’t TikTok be better off taking each one out to dinner at Cafe Milano? It is, after all, “Where the world’s most powerful people go,” according to the New York Times.

– TskTok

Dear TT,

Funny thing – TikTok’s ad buy is roughly the same amount as two anti-TikTok outfits (The American Parents Coalition and State Armor Action) are spending on national TV spots, which the Doc detailed the other day.

The difference is, TikTok is targeting U.S. senators who are just as beleaguered as the Chinese-owned platform is, as CNBC’s Brian Schwartz reports.

TikTok has launched a $2.1 million advertising campaign with a clear message for senators in tough reelection fights this year: Block the House bill that could effectively ban the app in the United States.

“Think about the 5 million small business owners that rely on TikTok to provide for their families,” one purported TikTok user says in the ad. “To see all of that disappear would be so sad,” says another apparent user.

The company has reserved television ad space in the battleground states of Nevada, Montana, Wisconsin, Pennsylvania and Ohio, according to data from AdImpact.

Here’s a transcript of the spot, which for some reason is not on YouTube, but is posted at AdMo. It features a series of people talking up the platform.

“There is no doubt that I would not have found the success that I have today without TikTok.”

“TikTok has made me a better teacher. It’s helped me to connect with people far beyond my classroom.”

“Think about the 5 million small business owners that rely on TikTok to provide for their families.”

“The village is always there for the moms on TikTok.”

“To see all of that disappear would be so sad.”

“It’s gonna affect a lot of people’s livelihoods.”

“We have got to make enough noise about this so that they don’t take away our voice.”

The spot ends with #KeepTikTok on screen. Not everyone, though, is putting on the pom poms.

The Doc’s diagnosis: TikTok parent ByteDance has flooded social media with testimonials from its users, so voices like the one above are largely drowned out. Whether any U.S. senators are listening, of course,  is another matter entirely.

Could the New TV Spots Attacking TikTok Mean Its Time May Be Running Out?

by doctorads

Well the Doc opened up the old mailbag today and here’s what poured out.

Dear Dr. Ads,

There I was, minding my own business and scrolling through Punchbowl New AM, when I came across this item about two new ad campaigns targeting TikTok for its ties to the Chinese government and its harmful effects on users.

The fight over banning TikTok, long confined to congressional committees, federal boards and online screeds, has now moved to television screens across the country.

Two entities are running ads about the perceived danger of the popular social media app, which is owned by ByteDance, a Chinese company.

One spot accuses the platform of promoting eating disorders and “glorifying self-harm.” The other ad says that the Zhang Fuping, the vice president of ByteDance and a member of the Chinese Communist Party, “controls what 170 million Americans think.”

What do you think, Doc – those ads gonna work?

– TikToxic

Dear TT,

Let’s do the math, shall we?

National Review’s James Lynch reports that the two groups – The American Parents Coalition and State Armor Action – will spend roughly $2 million between them on their TikTok knock.

Meanwhile, according to this piece by the Washington Post’s Cristiano Lima-Strong, Jacob Bogage and Aaron Schaffer, “TikTok and ByteDance’s spending on federal lobbying has risen dramatically as scrutiny over their ties to China has grown in Washington. They spent less than $300,000 in 2019 but more than $20 million in the years since, according to a review of federal lobbying disclosure forms.”

Kind of a mismatch, yeah?

Then again, public opinion still counts for something, so maybe these spots will actually break through.

Then again again, the public opinion that matters most might come from the teen and tween children of Congressional members, as Natalie Andrews details in the Wall Street Journal.

WASHINGTON—As members of Congress consider a crackdown on TikTok, many have faced lobbying from some of their most vocal constituents: their own children.

“She was initially up in arms about the whole thing, ‘you can’t do that,’” says Rep. Josh Gottheimer, (D., N.J.) of his daughter.

The 14-year-old was worried her friends would be mad about her dad’s actions. He voted with the majority of the House earlier this month to force TikTok to divest from its Chinese-controlled parent Bytedance or be banned in the U.S.

Now the matter has moved over to the Senate—where lawmakers also have to contend with their in-house critics . . .

Democratic Sen. John Fetterman was headed back to Pennsylvania after the House voted on the legislation when his tween daughter lobbied him.

“I’m driving home and she sent me some texts, and it was ‘please don’t destroy TikTok, I’m going to get bullied,’” he recalls.

The Doc’s diagnosis: We’ll find out soon who’s going to ByteDance to whose tune. And who’s just going to bite.

Stay tuned.