Disney, Comcast, Lionsgate Entertainment and Warner Bros. Discovery have all resumed ad spending on X, according to new data from MediaRadar.
The market intelligence firm (which tracks feed images, carousel ads, and video ads captured from a panel of more than 2 million U.S. users, with the top 96% of impressions tracked) has found that companies are tracking Elon Musk’s It found that the total amount spent was less than $3.3 million. Spending on owned platforms from January to September of this year was down 98% year over year, compared to the $170 million spent during the same period in 2023.
According to research by TheWrap, Comcast spent less than $1.5 million on X advertising over a nine-month period, while Disney spent less than $550,000, Lionsgate less than $230,000 and WBD less than $1.1 million. Meanwhile, similarly tracked Apple and IBM each spent nothing or less than $2,000.
A Disney spokesperson confirmed to TheWrap that the company had reinstated some ads on the platform over the summer. Representatives for Comcast, Lionsgate and WBD did not immediately respond to TheWrap’s requests for comment.
Major entertainment brands were the first to pause ad spending in November 2023, along with Sony, Paramount and Netflix. It comes after Musk faced intense criticism for promoting and agreeing with X (formerly Twitter) posts that glorified anti-Semitic conspiracy theories.
At the time, the New York Times estimated that Company X could lose up to $75 million in advertising revenue by the end of 2023 due to the suspension.
In addition to Disney, Lionsgate, Comcast, and WBD, TheWrap previously reported that Netflix will resume ad spending in December 2023 after the Times reported that the company suspended nearly $3 million in advertising due to the controversy. It was reported that.
According to MediaRadar’s data sample, total ad spend on X will total nearly $1.1 billion by Q3 2024, down 29% from $1.5 billion in the year-ago period.
The top three advertisers include Karma Shopping, GZ JY Ecommerce (Kanlu Shoes), and Kueez Entertainment, each of whom have spent more than $12 million so far this year, for a total of more than $68 million.
“I just want to say that we are very grateful that big brands are resuming advertising on our platform,” Musk wrote in an X post on Friday. “Thank you @lindayaX and the X team for working hard to restore trust in our platform and ensure that advertising content only appears where advertisers want it to appear.”
While some brands have resumed working with X, some users of the platform have abandoned their relationship with X entirely following Donald Trump’s victory in the 2024 election. There is.
BlueSky, a beneficiary of the X leak, saw a 62% increase in daily active users in the week after the election. Threads had 11 million daily active users in the U.S. during the same period, up 6.8% from the day before the election, according to Sensor Tower.
Still, X has 25 million daily active U.S. users, with a 5% increase in daily U.S. users over the same period since the election, according to Sensor Tower data.
