MEDIA POST - Dating app ad spending in 2024 is set to surpass 2023's total, with the top six apps (Bumble, eHarmony, Grindr, Hinge, Match.com, and Tinder) spending $147M by July, compared to $220M for all of 2023. Bumble has overtaken Tinder as the top advertiser, spending $44M, driven by a major rebranding effort. Despite a rise in consumer burnout with dating apps, including 78% reporting occasional fatigue, platforms are increasing their marketing to regain interest. Match Group plans to boost marketing for Hinge and Tinder in Q3, while Bumble will also increase its Q4 spending to attract users.
by Danielle Oster
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