Top brands like Disney and IBM are back on X, signaling a major win for Elon Musk and a blow to the censorship campaigns that led to last year’s advertiser boycott. The move aligns with President-elect Donald Trump’s victory and Musk’s role in the incoming administration.
In 2023, left-wing groups pressured advertisers to withdraw from X over claims of ads appearing next to “hateful” content. This pressure led to a 98% reduction in spending, with brands contributing just $3.3 million from January to September 2024, down from $170 million the prior year.
A wave of big advertisers returns to X after leaving a year ago https://t.co/UNQXwj9Fn3
— VOZ (@Voz_US) November 17, 2024
Analysts attribute the renewed spending to Musk’s connection to Trump. “X’s owner now has the ear of the president-elect,” said Max Willens of Emarketer, noting that advertisers may see value in aligning with the new administration.
The Financial Times reports that some companies are returning to X for strategic reasons, including securing government contracts or staying in Trump’s favor. Musk’s leadership role in the Department of Government Efficiency further elevates his influence.
Good news for all of us: The following companies to resume advertising on X (Twitter) after boycotting:
• IBM
• Disney
• Comcast
• Discovery
• Warner Bros
• Lionsgate EntertainmentElon Musk has told advertisers, ads will show only where they want.
— American Guy 🇺🇸 (@AmericanGuyX) November 16, 2024
Musk’s combative stance during the boycott also stood out. At a 2023 summit, he told departing advertisers to “go f–k yourself,” refusing to yield to their demands. Musk had predicted the boycott would fade with a Trump victory, a forecast that has come true.
X’s resurgence as an advertising hub underscores Musk’s growing clout in Washington and the evolving dynamics of corporate strategy under Trump’s leadership.
