Advertisers Flock Back To X Following Trump’s Victory
In a major reversal, top advertisers like Comcast, Disney and IBM have returned to X after pulling back ad campaigns last year. The decision comes after President-elect Donald Trump’s victory and Elon Musk’s growing influence in the administration.
In 2023, left-wing activists pressured brands to withdraw from X over concerns about ads appearing near “hateful” content. The boycott led to a dramatic 98% drop in ad spending, with the brands collectively contributing just $3.3 million to X from January to September 2024, compared to $170 million the previous 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 believe Trump’s rise to power and Musk’s role in the administration have changed the calculus for advertisers. “X’s owner now has the ear of the president-elect,” said Max Willens of Emarketer, suggesting brands view spending on X as a way to remain in good standing with the incoming administration.
Reports from The Financial Times indicate that some companies are using their return to X as “political leverage,” particularly those seeking favorable treatment or government contracts under Trump’s leadership. Musk’s co-leadership of the Department of Government Efficiency further solidifies his influence, making X an increasingly critical platform.
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 defiance during the boycott drew attention. At The New York Times’ DealBook Summit in 2023, Musk criticized advertisers who left, telling them, “go f–k yourself.” Despite the controversy, Musk had long predicted the boycott would fade if Trump won, a forecast now becoming reality.
With Musk’s expanded role and Trump’s administration taking shape, X’s resurgence as an advertising platform highlights the intersection of business and politics in today’s landscape.