{
  "id": 6099624,
  "title": "Media Buying Briefing: Back-to-school brand spending on TikTok rises",
  "url": "https://urgent.news/2026/09/07/media-buying-briefing-back-to-school-brand-spending-on-tiktok-rises",
  "topic": "business",
  "section": "Business",
  "published": "2026-09-07T04:01:00.000Z",
  "source": {
    "name": "Digiday",
    "slug": "digiday",
    "url": "https://digiday.com/media-buying/media-buying-briefing-back-to-school-brand-spending-on-tiktok-rises/"
  },
  "original_language": "en",
  "account": "Advertisers increased their TikTok spending by 20-40% during the summer months to capitalize on back-to-school sales. TikTok's share of overall social spending for Tinuiti clients grew by 55% between July and August. Hilton promoted its Graduate hotel chain on TikTok alongside Instagram and YouTube, with the campaign's spending deemed non-negotiable by its agency. TikTok Shop sales rose 84% between March 2025 and February of this year, with advertising on the platform becoming a new e-commerce destination for brands as others like Amazon became saturated. Mid-funnel ad formats like Consideration Ads have also been popular among non-TikTok Shop advertisers. Increased competition and the introduction of Google AI Overviews have driven up the cost of search advertising, with eMarketer estimating TikTok Shop sales will increase by 48% in 2026.",
  "summary": "Advertisers increased investment on TikTok, YouTube and search during summer months – but the back-to-school period is becoming a longer and more general sales period.",
  "key_points": [],
  "editors_take": null,
  "illustration": null,
  "coverage": {
    "outlets": 1,
    "also_reported_by": []
  },
  "ai_generated": true,
  "disclaimer": "Summaries, key points and the editor’s take are written by software from other outlets’ reporting and may contain errors — always check the linked original."
}