According to a new dataset from marketing-tech firm Ctrl+Reach, TikTok has doubled its share of music advertising budgets over the past two years to 12.2%, challenging Meta’s historic 74% market dominance. The analysis highlights a stark efficiency gap, revealing that a €10,000 spend yields an average of 8.5 million impressions on TikTok compared to just 3.1 million on Meta. This 2.7x cost advantage is primarily driven by native, sound-on short-form video formats, while traditional static visuals actively degrade campaign performance on the platform.
This pricing disparity signals a structural shift in how music marketers approach audience acquisition, moving away from Meta’s established but increasingly expensive inventory toward TikTok’s cheaper interest clusters. As labels seek greater ROI on constrained marketing budgets, mastering platform-specific creative requirements will become essential to offsetting rising customer acquisition costs.
Curated by MusicResearch.com from Music Ally. Read the full article at: Report: Meta’s ‘monopoly’ of music-ad budgets is ending
