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TikTok x LiveRamp: Powering box office wins for studios
With the UK cinema industry experiencing a vibrant resurgence and blockbuster hits once again filling auditoriums, film studios are increasingly turning to TikTok to drive ticket sales and expand their audiences. Addressing the critical need for greater transparency between ad exposure and box-office revenue, TikTok has once again partnered with data collaboration platform, LiveRamp.
This year, we expanded on our 2024 partnership with data collaboration platform LiveRamp to help film studios prove the full value of their marketing investment. A first-of-its-kind partnership, last year's UK study analysed 12 film campaigns, revealing a significant impact: 92% of film campaigns on TikTok resulted in an increase in both sales and customers. This success underscores TikTok's powerful role in influencing consumer behavior and directly boosting cinema attendance.
The 2025 data is in: TikTok's growing impact on UK cinema sales
To understand the impact of TikTok campaigns on film ticket sales, LiveRamp and TikTok conducted a comprehensive meta-analysis that examines findings from 34 UK film campaigns. This includes the 12 tests from their previous analysis alongside 22 additional studies that ran throughout 2024.This meta-analysis establishes strong benchmarks for TikTok's effectiveness in UK film promotion:
LiveRamp's data analysis charting ad exposure to ticket purchase found that TikTok is continuing to drive offline sales lifts in the UK box office. Films with TikTok campaigns lead to an average box office lift of +23.5% compared with those without.
LiveRamp also finds that TikTok reaches new customers with a significant +21.2% rise in UK cinema-goers directly influenced by TikTok advertising that would not have seen the film if not for the advertising on TikTok.
Comparing their 2024 and 2025 meta-analyses, TikTok campaigns demonstrate a remarkable +14% year-over-year growth in UK box office lift, highlighting the platform's ongoing optimisation and increasing effectiveness for film titles.
Film culture on TikTok continues to thrive – from fan-made edits and creative cosplay to thoughtful reviews and scene reinterpretations, communities are constantly engaging with the stories they love. In this landscape, TikTok serves as a bridge, connecting artists and filmmakers directly with their global fanbase in real time in order to drive content discovery. Through our partnership with LiveRamp, studios can now harness these moments of connection more effectively, turning cultural momentum into measurable impact, both on and off the screen.
Achieving superior results on TikTok for your UK film campaigns isn't just about presence; it's about strategic execution. Our analysis highlights a clear set of best practices that consistently drive higher box office and customer lifts in the UK, creating lasting engagement that brings the magic of the big screen into people's daily lives. Let’s explore the key drivers behind these standout results.
Unlocking cinema success: TikTok's best practices revealed
Our latest analysis reveals clear strategies for getting the most out of your TikTok film campaigns in the UK. When you stick to TikTok's recommended best practices, we see a significant boost in results.
Best practice TikTok campaigns utilise:
A variety of ad types including our premium ad formats
Campaigns that included TopView our highest reaching ad unit geared to drive campaign awareness for UK TikTok users, in their media strategy delivered +25.5% Box Office and +22.5% Customer Lift.
Our contextual solutions designed to showcase advertising messages alongside the hottest trending and most premium content, Pulse and Pulse Premiere ads resulted in +22.9% Box Office and +19.2% Customer Lift over benchmark.
Multiple creative assets
When a campaign uses multiple creative assets, we see an additional lift in box office sales. We recommend using a mixture of studio, creator and concept assets, with multiple creative assets for your campaign/ad group.
Optimised frequencies
We recommend pushing frequency to 2-3x per week to drive maximum awareness and ad recall.
On average, UK campaigns that follow these best practices achieve:
An impressive +29.06% Box Office Lift, which is a +23.7% increase over the average campaign.
A +25.12% Customer Lift, an +18.5% increase over the average.
From screen time to the big screen, the data confirms that studios translate TikTok engagement into box office sales when they follow TikTok's blueprint for success: a multi-layered ad strategy, a rich portfolio of creative assets, and the crucial weekly rhythm that drives audiences to cinemas.
Genre hits and IP wins: TikTok drives content discovery for film
So how do you get the most out of your film campaigns?
TikTok drives content discovery and helps to determine what films users will see at the box office. Some of the areas we are seeing the biggest impact are in genres such as horror and superhero, as well as existing IPs.
Targeting genres & amplifying existing IP: the results show that studios leveraging TikTok ads see impressive results in reaching new audiences and re-energising existing fanbases in the UK.
TikTok drove content discovery in the horror film genre with creative tactics such as audience reactions, creator content, and studio content working together to drive an astonishing +154.7% increase in box office lift and +165% in customer lift – well above the average campaign. Check out the Lionsgate case study here.
Superhero films also had a standout year; whether reimagined classics or entirely new characters, this genre delivered a powerful performance on TikTok, achieving a +44.4% higher box office lift and a +32.7% increase in customer lift compared to the average campaign.
Campaigns for well-loved IPs – including sequels, remakes, and adaptations – were highly effective, delivering an additional +15.3% box office lift and +4% customer lift over the average.
Furthermore, by activating passionate online communities like #BookTok and #TheatreTok, specific book and stage adaptations achieved a staggering +43.4% box office lift. This represents an increase of over +84% above the average campaign, proving the immense value of engaging these dedicated fanbases.
For our studio partners, the key takeaway is that cultural momentum is now a measurable driver of box office success and the direct result of a content discovery engine that turns passionate fandom into your most effective sales channel. Our partnership with LiveRamp reflects our dedication to maturing the measurement landscape for the UK film industry.
We’re proud to continue our partnership with TikTok, which underscores the immense value of data collaboration in proving true campaign effectiveness. These results not only showcase TikTok’s ability to drive real-world outcomes, but also reaffirm LiveRamp’s position as the trusted partner for privacy-first measurement in advertising.
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