Tinder’s parent company Match Group, which also owns dating brands like Match, PlentyofFish, OkCupid, and Hinge, doesn’t disclose ad spending by brand. Financial filings by Match Group show that in 2020 Tinder accounted for 58% of the company’s $2.3 billion worldwide revenue. Match Group’s worldwide selling and marketing expenses jumped 24% in the first nine months of 2021, with the increase in marketing spending driven primarily by Tinder, the filings show.
In 2020, Match Group’s global advertising expense was $438.7 million, which was an increase from $388.6 million in 2019, according to an SEC filing. Tinder’s hiring of Vayner follows another parent company brand, Match, bringing on Mojo Supermarket as its creative agency last April.
This is the latest significant media account win for Vayner, which won creative and media duties for all of Scotts Miracle-Gro’s brand last January. In February, Vayner was brought on as U.S. media AOR for American Eagle.