Disney, IBM, Comcast, Warner Bros. Discovery, and Lionsgate have resumed advertising on X (formerly Twitter) after a year-long break. These companies had paused ads in late 2023 due to concerns over content moderation, including issues like hate speech and antisemitic content.
Despite their return, spending by these brands has drastically fallen. MediaRadar reports a 98% drop in ad budgets, with $3.3 million spent between January and September 2024, compared to $170 million during the same period in 2023.
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The leadership of CEO Linda Yaccarino has been credited for rebuilding trust in X. Elon Musk thanked Yaccarino publicly for her efforts to ensure ad content aligns with advertiser preferences.
While major brands tread cautiously, smaller advertisers like Karma Shopping and Kueez are thriving, spending over $68 million in 2024. This shift hints at X potentially adopting a “long-tail” strategy, targeting smaller advertisers in a less competitive landscape.
