Major advertisers like Comcast, IBM, Disney, and Lionsgate have resumed ad spending on X (formerly Twitter) in 2024, though at sharply reduced levels.
After halting campaigns in November 2023 over concerns about antisemitic content and hate speech, these companies collectively spent under $3.3 million on X from January to September 2024, a 98% decline from $170 million during the same period in 2023, according to MediaRadar.
Top advertisers left X over brand safety concerns but are reconsidering amid Elon Musk’s ties to President-elect Trump. Emarketer analyst Max Willens suggests some brands view minimal ad spending on X as indirectly beneficial for business. Last year, Musk controversially told advertisers to “go fuck yourself” in response to a boycott he attributed to leftist pressure.
Returning advertisers on X spent modest amounts in 2024, with Comcast spending under $1.5 million, Warner Bros. Discovery spending $1.1 million, Disney spending under $550,000, Lionsgate spending less than $230,000, and IBM spending under $2,000. Apple has remained absent since its 2023 pause.
Despite some returns, X’s ad revenue dropped 29% year-over-year, falling from $2.5 billion to $1.8 billion through Q3 2024, according to MediaRadar.
🚨MAJOR COMPANIES RETURN TO ADVERTISING ON 𝕏
IBM, Disney, Comcast, Discovery, Warner Bros, and Lionsgate Entertainment have reportedly resumed ad campaigns on 𝕏 after an almost year-long boycott.
The return is attributed to @lindayaX leadership, as she rebuilds trust and ad… pic.twitter.com/EQ3hFyAcpX
— Mario Nawfal (@MarioNawfal) November 15, 2024
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