BREAKING NEWS – Dairyland Sentinel
[March 27, 2024 11:27 pm] Faced with the prospect of a ban of their platform or a forced sale of TikTok’s products used in the United States, the Chinese firm is fighting back in one of the most politically split states in the nation. Dairyland Sentinel has learned the social media behemoth will be airing political issue ads in at least two Wisconsin television market later this month.
TikTok has purchased time on multiple broadcast channels in the Milwaukee market and at least one network affiliate in Green Bay, according to federally-required disclosure forms. The company has indicated their ad “communicates a message relating to any political matter of national importance” by referring to (1) a legally qualified candidate for federal office; (2) an election to federal office; (3) a national legislative issue of public importance (e.g., health care legislation, IRS tax code, etc.); or (4) a political issue that is the subject of controversy or discussion at the national level.
In one instance, a station indicates the TikTok ad focuses on the issue National Security.
We have not yet seen the commercial(s), but can confirm advertising is slated to run on channels 4 and 58 in Milwaukee as well as channel 5 in Green Bay.
The company is slated to run advertising for two weeks beginning March 31st. The ads placed to date could be the start of a much larger effort here.
Two weeks ago the US House of Representatives voted 352-65 to require ByteDance to sell TikTok within six months. If the company cannot or will not, it will become illegal for any device’s app store or any web-hosting company to facilitate the use of TikTok, for as long as it remains under the control of what the legislation deems a “foreign adversary.”
The bill’s fate in the Senate is uncertain.
Many US officials and lawmakers have voiced apprehensions regarding the possible national security implications associated with TikTok. They have expressed concerns about data sharing with the Chinese Communist Party and potential manipulation of content presented on the platform.
However, TikTok has refuted these allegations. In response to Congressional action earlier this month, the Chinese Commerce Ministry made a commitment to protect its interests concerning TikTok by asserting that it would implement “all necessary measures” to protect its interests regarding TikTok.
TikTok has been on a mainstream media charm offensive for many months, with television ads touting the fun and social nature of the videos produced for and distributed by the platform.
These new political ads could indicate a more serious, direct effort to sway public opinion.
We will provide updates on this story as it progresses.
Update 6am 3/28/24
CNBC reports the company will spend at least $2.1 million in the states of Nevada, Montana, Wisconsin, Pennsylvania and Ohio, Here is a link to one of the ads.
