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Social Channels Accounted for More Than 60% of Total U.S. Ad Spend in Q4 2022

The Q4 2022 Pathmatics Data Digest covers the quarter’s top U.S. advertisers such as Amazon, P&G, and Walmart.

Pathmatics Data Digest Q4 2022

Despite economic headwinds, Pathmatics by Sensor Tower data reveals that total U.S. digital ad spending increased by more than 13 percent quarter-over-quarter in Q4 2022. Social media channels continued to thrive as advertisers allocated their budget towards channels such as Facebook, Instagram, Twitter, TikTok, and Snapchat, according to our Q4 2022 Pathmatics Data Digest.

The TikTok Advertising Boom

In November 2022, TikTok hit another milestone with 4 billion worldwide installs. This household favorite for creators and brands is the only non-Meta app to reach more than 3 billion lifetime downloads, making it an attractive platform for advertisers. TikTok’s ad spend grew 63 percent to more than $2 billion from Q3 2022 to Q4 2022. The Consumer Packaged Goods and Retail categories made their mark on TikTok, increasing their ad spend by 84 percent and 60 percent, respectively.

The social media platform isn’t just a place for Gen Z and lip-syncing videos, but it serves as a place for entertainment and discovery. As the social media platform continues to grow, we will be on the lookout for emerging categories. 

More Insights From Our Q4 2022 Data Digest

  • An overview of CPG advertising in the U.S., including brands’ share of voice

  • Insights into how CPG ad spend stacks up against other categories

  • Ad spending trends in the Food & Beverages space

  • Creative strategies of top Oral Care advertisers

  • The leading Household Supplies brands by SOV

Sensor Tower empowers brands with accurate, actionable, and innovative intelligence to succeed in the rapidly evolving digital economy. Download the complete Q4 2022 Pathmatics Data Digest below for more insights.

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Yuwen Huang

Written by: Yuwen Huang, Marketing Data Scientist

Date: January 2023