Advertisers are increasing their spending on TikTok despite the threat of a U.S. ban. Advertising on TikTok in the U.S. rose 11% in March, with PepsiCo, DoorDash, Amazon and Apple among the top spenders, according to app analytics firm Sensor Tower. Brands largely plan to continue spending on TikTok, several ad executives and agency heads said. "It's unlikely that there will be an executive order that would result in a ban that would take effect immediately, affecting advertisers," said Joshua Lowcock, chief media officer at ad agency UM Worldwide. "Even with bipartisan support in the United States, the legislative process will be lengthy."