More advertisers plan to drop spending on Elon Musk's X next year | Mashable.

More advertisers plan to drop spending on Elon Musk's X next year

2025 is already not looking good for the platform formerly known as Twitter.
By Matthews Martins on 
A new report finds that advertisers plan to cut back spending on Elon Musk's X in 2025. Credit: Jakub Porzycki/NurPhoto via Getty Images

As Elon Musk struggled to rebuild X's ability to generate revenue, the site suffered a mass advertiser exodus late last year, and at least some of those departures were evidently due to pro-nazi content. A few months later, Musk told advertisers "go fuck yourself." 

And this was all right before Musk shared that the former Twitter's revenue was already down by 60 percent from before his acquisition.

It looks like 2025 isn't going to be any better for X. A new report from UK market research firm Kantar found that 26 percent of marketers are planning to reduce their ad spend on Musk's platform next year.

According to Kantar's research, this was the "biggest recorded pullback" from any of the major global advertising platforms.

“Advertisers have been moving their marketing spend away from X for several years," said Kantary's Global Thought Leadership Director Gonca Bubani. "The stark acceleration of this trend in the past 12 months means a turnaround currently seems unlikely."

X will likely lose even more advertisers soon

Kantar found that marketers' trust in advertising on X was already "historically low" before Musk. Since the acquisition, though, that trust has eroded even further. 

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The market research firm says advertisers' trust in Twitter in 2022 was at 22 percent. Now known as X, trust in that same platform is now at 12 percent in 2024.

"X has changed so much in recent years and can be unpredictable from one day to the next – it’s difficult to feel confident about your brand safety in that environment," Bubani said.

Kantar's report says that just 4 percent of advertisers believe that advertising on X provides brand safety. When compared with its competitors in the social media space, X comes out at the bottom of the heap. Google is top for brand safety at 39 percent, according to Kantar. As for trust and innovative advertising, X "scores outside of the global top ten." TikTok is viewed as the most innovative and YouTube tops the trust barometer. 

The contrast between X and other social media platforms in this space is made even more stark by this graph included in Kantar's report, which provides visuals for those stats.

Kantar graph
Credit: Kantar

X is unlikely to change course under Musk's leadership. Just this week, Musk came under fire for promoting a Tucker Carlson video on X with a guest that shared sympathies for Hitler.

"Very interesting. Worth watching," Musk said.

Musk later deleted the post.

Topics  Twitter Elon Musk

Comments

  1. Couldn’t happen to a better guy! Way to go Elon!

    ReplyDelete
  2. Elon said If the consequences of protecting the freedom of speech is losing money, so be it.

    ReplyDelete
    Replies
    1. Removing people who criticize you is not “freedom of speech.”

      Delete
    2. that's what they were doing before Elon lol

      Delete
    3. Twitter never removed people who were critical of Twitter. Elon Musks removes people who are critical of Elon Musk.

      Delete
    4. what about Zuckerberg removing things that were critical of biden and hunter by the Order of the Biden admin?

      Delete
    5. so you must really hate Facebook

      Delete
    6. if he truly believed that he wouldn’t be threatening to sue them!

      Delete
    7. From Benjaminfulford.net last month...ps Remember who supports financing 🇺🇦

      ...not 45 or Vance whatsoever...

      "Hundreds of Ukrainian children living in slavery were liberated by Russian special forces this week as Putin’s Adrenochrome Task Force made a series of grisly discoveries deep inside Ukraine.

      Russian soldiers are describing finding children with fragile, emaciated bodies hooked up to intravenous drips while their bodies were expertly drained of blood and adrenal fluid for the global adrenochrome trade.

      The youngest… some of them couldn’t have been more than 2 years old. Babies, really. We found out later that they were bred for this… Raised in captivity, like livestock, just to be drained of everything that made them human.

      “The ones they couldn’t sell, the ones who weren’t ‘pretty’ enough or ‘obedient’ enough, were sent to these farms. Farms… as if that’s what you could call those hellholes.”

      https://thepeoplesvoice.tv/adrenochrome-whistleblower.../

      Delete
    8. do you know where freedom of speech is protected and where it is not lol.

      Delete
    9. u don’t apparently...

      https://www.stationgossip.com/2024/09/minnesota-ag-former-dnc-deputy-chair.html

      Delete
    10. yes and it is protected on X Facebook removes the truth that they don’t want others to read

      Delete
    11. it is also not protected on X as that is a moderated platform with guidelines about speech. Elon is a joke

      Delete
    12. achtung Baby! Keep spilling Billion$ because you are such a principled man on behalf of a useful orange idiot.

      https://giphy.com/gifs/KGSxFwJJHQPsKzzFba

      Delete
    13. He's not protecting "free speech".
      He's protecting HATE SPEECH.

      Delete
    14. Don’t you mean freedom to spread hate and lies?

      Delete
    15. exactly. They can’t even research the relevance of their own clickbait post.

      Delete
  3. The platform has gotten so bad that I'm ready to close my account that I've had for over 13 years I'm done with X including the name is ridiculous.

    ReplyDelete
  4. I don't understand any intelligent person still using this platform.

    ReplyDelete
    Replies
    1. exactly it’s like people buying DJT stock! Or Gold tennis shoes at over $400.

      Delete
    2. Elons is not going to be pressured like Mark Zuckerberg ..🙄🥴

      Delete
    3. just wish the government would stop socialism (subsidies) for this ahole and stop giving him any government benefits or contracts of any kind. He is no better than a Russian asset

      Delete
    4. the ones that support the 1st Amendment do

      Delete
    5. I never knew that 1st amendment is freedom to spread hate and lies. Because that’s what Elon encourages and blatantly does himself.

      Delete
    6. Take another look at he eliminates those he does not agree with. How is that freedom of speech?

      Delete
    7. Yep, for sure you are not intelligent. Just another 🐑.

      Delete
    8. or Facebook they are the dumbest

      Delete
  5. Elon Musk 👍👍👍👏👏👏💪💪💪🇺🇸🇺🇸🇺🇸

    ReplyDelete
    Replies
    1. t.me/Elon_Musk_Tesla_SpaceX_CEO_X

      Delete
  6. How bout doing it now lol.

    ReplyDelete
  7. Musk genuinely frightens me. I feel that Nuclear Armageddon is in the near future, driven by A.I., and Musk will be the architect of it all. He is the Antichrist. On top of it all - he supports Trump 🤮.

    ReplyDelete
    Replies
    1. wait the dems are literally running on more government control!?!? And ur worried about the guys who want less government control!?!? Bro how do u come up with that!?!? Elon is the anti christ!!? Because he bought twitter cause he was sick of the bs!?!?

      Delete
    2. what a shock 🫢 - a racist Trumper like you disagrees with me.

      Delete
    3. And all you have is bags of insults with no truckloads of facts…🥴🙄😭😭😭😭

      Delete
    4. The guy who (supposedly) wants less government control is literally the same guy who wants to be in control.
      And you people talk about dictatorship 😂

      Delete
    5. youre smoked tf out lol

      Delete
    6. I’m sorry - was that English? Lol 😂

      Delete
    7. Trump is the anti-Christ… Musk is one of his henchmen!

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    8. that is def possible

      Delete
    9. Musk is the more dangerous one

      Delete
    10. actually Trumps’s blind followers are… with out them he is just a raging lunatic!

      Delete
    11. ow, pages like this one have done a good job of brainwashing. You know Microsoft, apple and other companies are using AI right?

      Wow, poor 🐑.

      Delete
    12. anti-Christ? Trump said he believed in God for saving his life in one assassination attempt

      Delete
  8. People who say believe in a free market until the free market actually speaks. Brands don't want their IPs advertised next to huite supremacist content (while simultaneously dropping DEI initiatives, but no, that's not enough), simple as that.

    ReplyDelete
    Replies
    1. bro nothing u say matters he bought it cause he was Vikings if it literally trying to get dems elected I mean it’s been proven in court now that the social media companies where in bed with fbi pushing positive stories for dems and suppressing negative stories u just hate there is one platform the dems don’t control that’s it nothing more!?!? He is richest man in world why u worried about his money if he isn’t

      Delete
    2. Guess you didn’t read the statement that Mark Zuckerberg put out about the FBI and the Democratic Party pressuring him to censor his platform..🙄

      Delete
    3. ...and they also took money from a foreign power to flood FB with Pro-Trump propaganda to assist in his election win.

      What does this have to do with my original premise?

      Delete
    4. Show proof of that?
      Send a link..🤣🤣🤣🤣

      Delete
    5. Was there a thought there, or did you just type until your fingers were tired?

      Delete
  9. Good job Elon purchased it to give people their freedom of speech back and not for the money

    ReplyDelete
    Replies
    1. CLICK ON THE LINK 🖇️ BELOW TO MESSAGE MY PRIVATE ACCOUNT 👇 👇 👇 👇 👇 👇
      https://t.me/Elon_musk_spacex17

      Delete
    2. If it’s for freedom of speech then why is any speech he disagrees with banned?

      Delete
    3. it's banned if its wrong unless you can show me examples.

      Delete
    4. sure, go post the N word, then post the word “cisgender” one is banned the other isn’t, and it’s not the one starting with N

      Also what do you mean “it’s banned if it’s wrong” who is defining what is wrong in that scenario? Are you saying the “free speech absolutist” who owns the site bans speech they personally find to be wrong? I mean you literally just proved my point by your own statement.

      Delete
    5. lol but before that you couldn't question the government or say anything against gov programs or agenda.

      Delete
    6. Irrelevant to what I’ve posted. The claim was made Twitter is the only place for free speech and is run by a free speech absolutist. Which is provably false, the only thing that changed is now one guy decides what is and is not free speech

      Delete
    7. “I am very pro trump” - proceeds to post anti semitic garbage.

      Delete
    8. I'm pro Trump and anti-israel and not because of the Hamas and Palestine I could care less what they do to eachother in the middle east, that place has been a cancer since writing was invented. What's crazy is how much influence Israel has over the US, and the insane lobbying by AIPAC. I feel bad for the civilians that have to deal with their governments being in eternal wars funded by US tax payers. Defund Israel. Nothing good ever came from the jews.

      Delete
    9. t.me/Elon_Musk_Tesla_SpaceX_CEO_X

      Delete
    10. so why is he saying he’ll sue advertisers who left

      Delete
  10. A war on politics has gone out of control. Everybody should be able to have an opinion on life. Everybody should be able to say, what they think, what they hold valuable. Even, when they are a billionaire or a CEO of any company. We should stop this BS hunt. Otherwise we will end up with no real people as CEOs, presidents or whatever. As soon there will be no person, who will be able to hold these positions different than some strangers, who never ever written anything on the Internet.

    ReplyDelete
    Replies
    1. literally nothing that you said is related to why this is happening

      Delete
    2. Well, I think it is exactly that.

      Delete
    3. other then he literally bought it because he was sick of all social media companies taking orders from the White House my man been proven in court now

      Delete
    4. and yet everything he claimed he was gonna do for free speech he's circled back on. If anything he's only amplified the worst of society (YT supremacy)

      Delete
    5. you’re a brainwashed fool 😂

      Delete
    6. I have not seen any of that. People are different. There are some blazing idiots on Kamalas side, there are some on Trump's side. Free expression is what saves us from war. Keep your priorities.

      Delete
    7. hate much!🤦‍♀️

      Delete
    8. awww little trumper boy got his feelings in a bunch? 😂🍊🤡

      Delete
    9. 😂 yeah sorry not that easy for you to hurt my feelings 😂 but if it makes you feel better you can pretend

      Delete
    10. yeah that’s not in here

      Delete
    11. No one is preventing them from saying anything. Companies and consumers are allowed to choose where to spend their money. Why does that trigger you?

      Delete
    12. Companies are choosing to stay away form Twitter, because they are afraid their customers would boycott them, because of something the CEO of Twitter said. It is exactly what I wrote. We should embrace different opinions, not antagonize over them. We should say "it is cool you think Earth is flat. Can we go for a drink now?". Advertisers should feel free to advertise wherever they want to. There should be no mob against free expression. That mob should be ostracized. Not the other way around.

      Delete
    13. They do and are free to advertise wherever they want, and they decided that Twitter is not one of those places. It’s really that simple. Does the idea of the free market trigger you in this regard?

      Delete
    14. It is sad they have to make this decission.

      Delete
    15. It’s sad a company has to decide where their ad dollars are best spent? What? 😂 Do you feel a business is somehow inherently entitled to another businesses money?

      I mean the real question is why does this trigger you? What do you care if someone chooses not to advertise with them or any other entity

      Delete
    16. You do not seem to understand, what I am saying. Also, I have no idea, where you drown the conclusion form, that I am triggered.

      Delete
    17. who was worse? Churchill or Hitler?

      Delete
    18. People should also have the freedom to not advertise on a Nazi friendly platform.

      Delete
    19. there is a difference between friendly and agnostic.

      Delete
    20. That’s what the people in ‘30s era Germany thought.

      Delete
    21. I do not think, you have any idea of what people in '30 in Germany thought. I actually spoke with some of their children. I can tell you, it is a complicated thing. If you think, that censorship is a good thing, think again. Censorship is almost exactly what spawned nazi Germany. Disgust towards others' is what made it happen.

      Delete
    22. Good job of presenting how ignorant you are about the U.S.’s Second Amendment. Spectacular fail!

      Delete
  11. When Musk moved in, I moved out as it was already a Republican igloo, where people shout at each other than shout at the echoes that come back. I knew it would get worse. I wonder if he is hoping that if Trump gets in then he would change the rules where he, a South African, could be President. Remember, it was an Aussie (Murdoch) that got the fairness doctrine removed so he could bring in stations like Fox to give him more power.

    ReplyDelete
  12. Always amusing when his cult members rush to defend him. Seek help, guys. https://www.traumastery.com/cult-quiz

    ReplyDelete
  13. But he’s flush w Russian cash.

    ReplyDelete
  14. The swamp propaganda hates free speech!

    ReplyDelete
  15. Billionaires who squander or invest their fortunes senselessly should have their own list. Elon Musk will be on top for acquiring the expensive Twitter/X and running it to the ground. 🤔🤔

    ReplyDelete
    Replies
    1. well when they do it so dems don’t control all news and information and u think that’s a bad thing then h must just like dems controlling all information we get my man

      Delete
  16. Mashable has

    EDS

    Elon derangement syndrome

    ReplyDelete
    Replies
    1. t.me/Elon_Musk_Tesla_SpaceX_CEO_X

      Delete
  17. The only "consumers" left on X live in trailers, exist off of welfare, and still delude themselves into thinking there's something superior about being white.

    ReplyDelete
  18. i would expect no less from mashable.

    ReplyDelete
    Replies
    1. https://t.me/ELON_MUSK_CEO_TESLA09

      Delete
    2. CLICK ON THE LINK 🖇️ BELOW TO MESSAGE MY PRIVATE ACCOUNT 👇 👇 👇 👇 👇 👇
      https://t.me/Elon_musk_spacex17

      Delete
  19. Imagine Elon with all of his wealth and on the top of it he lives rent free in the Wokesters mind.

    ReplyDelete
  20. Twitter is becoming Truth Social. People should stop using it.

    ReplyDelete
  21. Replies
    1. https://t.me/ELON_MUSK_CEO_TESLA09

      Delete
  22. Im surprise Mashable is still alive!
    #protectthefreedom

    ReplyDelete
  23. “ThIs iS AnOtHeR HiT JoB on ELoN”
    https://media1.tenor.co/m/1zepSl-gLoEAAAAd/officer-doofy-salute.gif?

    ReplyDelete
  24. Naaaaah, Don’t Think will miss sponsors. They will just be real sponsors, worth money.

    ReplyDelete
  25. Is he taking business advice from Trump that might be the problem..lol

    ReplyDelete
  26. How media it's against free speech 💬.. incredible

    ReplyDelete
  27. ...and now he's going to be Donnyboy's man to shape up the Government!!????

    ReplyDelete
  28. Meanwhile, they continue to pick up paying subscribers

    ReplyDelete
    Replies
    1. no, they don’t. Smug and ignorant is no way to go thorough life.

      Delete
    2. CLICK ON THE LINK 🖇️ BELOW TO MESSAGE MY PRIVATE ACCOUNT 👇 👇 👇 👇 👇 👇
      https://t.me/Elon_musk_spacex17

      Delete
  29. And Donald Trump just said he would name Musk as “efficiency director” in his administration. 😂

    ReplyDelete
  30. Twitter for a Twit!

    ReplyDelete
  31. Awe, thoughts and prayers!

    ReplyDelete
  32. Replies
    1. CLICK ON THE LINK 🖇️ BELOW TO MESSAGE MY PRIVATE ACCOUNT 👇 👇 👇 👇 👇 👇
      https://t.me/Elon_musk_spacex17

      Delete
    2. t.me/Elon_Musk_Tesla_SpaceX_CEO_X

      Delete
  33. I will never support this man again.
    https://media1.tenor.co/m/qcRQKVXNlPcAAAAC/yas.gif?

    ReplyDelete
  34. The left is desperate. Sadly there’s too many 🐑 out there that will accept full goverment control. Is crazy.

    Interesting that we all know who you favor and look at the comments. You fail. 🤗🐑

    ReplyDelete
  35. Good the man is nuts

    ReplyDelete
  36. people still use x ?

    ReplyDelete
  37. I don’t think Elon gives 2 flying “#ucks !”

    ReplyDelete
  38. Kamala Harris Buses in People From Massachusetts to Her New Hampshire Rally (VIDEO)

    By Cristina Laila Sep. 4, 2024

    https://www.thegatewaypundit.com/.../kamala-harris-buses.../

    ReplyDelete
  39. He won’t be hurt keep up the good work Elon

    ReplyDelete
  40. Replies
    1. https://t.me/ELON_MUSK_CEO_TESLA09

      Delete
  41. https://t.me/ELON_MUSK_CEO_TESLA09

    ReplyDelete
  42. Good let him go bankrupt the fool idiot that he “really” is

    ReplyDelete
  43. CAN'T WAIT UNTIL THIS TWEETER MORON CAN NO LONGER TWEET

    ReplyDelete
  44. https://media1.tenor.co/m/mo2BbsnQWjAAAAAd/i-will-survive-maurice.gif?

    ReplyDelete
  45. Do you all copy the information from the same source or the same source just gives you the BS you need to post? 🥶

    From Gizmodo:
    https://www.facebook.com/share/NUGw64rgK5Rqjwhy/?mibextid=WC7FNe

    ReplyDelete
  46. Replies
    1. Plain words that are completely true.

      Delete
  47. So at least the bot farms have been reduced and the user count may reflect something that resembles reality. Prior advertisers of Twitter were being fleeced by grossly exaggerated user counts....

    ReplyDelete
  48. So what will Musk do next? Sue advertisers who never placed ads on Twitter/X? Sue users who refuse to pay for verification? Ban anyone who doesn't praise his acumen? Oh, wait, he may already be doing that.

    ReplyDelete
  49. It’s a cesspool of MAGA and misinformation that is owned by the Saudis ironically.

    ReplyDelete

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