X’s Advertising Problems Deepen

X’s Advertising Troubles Deepen

According to a new report from Kantar published by Advanced Television, X’s advertising issues are at risk of worsening in the upcoming period. According to the market research company’s data, 26% of marketers plan to reduce their advertising spending on X next year. Additionally, it is emphasized that advertisers’ trust in X is at its “lowest level in history.”

Kantar’s report, based on interviews with 18,000 consumers and 1,000 marketers worldwide, reveals how much X’s advertising business has taken a hit since Elon Musk took over the company. Over the past year and a half, due to increasing concerns regarding hate speech and other “toxic” content, many high-profile advertisers have either halted or significantly reduced their spending on the platform.

Moreover, Musk’s harsh challenge to brands concerned about hate speech has pushed major advertisers even further away from the platform. In this context, Musk accused advertisers of “blackmailing” and recently sued an industry group and several global companies, claiming they were illegally boycotting the platform.

Another striking finding is that Kantar notes only 4% of marketers believe X is safe for brands. This paints a worrying picture for the future of advertising on the platform.