Major advertisers return to X

Published 18 November 2024 at 17.32

Media. Former major advertisers such as IBM, Disney, Warner Bros and Discovery have now resumed advertising on Elon Musk's social media platform X, reports Adweek.

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It was in 2023 that the Jewish organization ADL organized an ad boycott against X in protest against its new owner Elon Musk, who promised freedom of expression.

Many large companies chose to heed the call and stop advertising on the platform. In 2024, however, several of the big companies have returned as advertisers, but they are now only paying a fraction of as much money to X as they did before they disappeared. X now invests instead in larger contracts with smaller brands.

Elon Musk was forced to personally contribute to repairing the damaged relations and had to visit both Auschwitz and Israel. At the Cannes Lions festival earlier this year, he also struck a more conciliatory tone in conversations with brands that have left the platform, writes Adweek.

At the same time, the political dimension can play a role. With Musk and Donald Trump's close relationship, analysts speculate that some companies may see some advertising on X as a tactical investment.

In the past week, several international media and left-wing profiles have left X in protest against freedom of expression on the platform and that Donald Trump won the US presidential election.