Disney, Other Advertisers Are Returning to Elon Musk’s X: A Sign of Increasing Relevance
After Elon Musk’s controversial remarks led to a mass exodus of advertisers from X, including major companies like Disney, it seemed unlikely that they would ever return. However, recent data from MediaRadar has revealed that some of these advertisers are now making a comeback to the social media platform.
According to reports from The Wrap, Disney, Comcast, Lionsgate Entertainment, and Warner Bros. Discovery have all resumed advertising on X. Together, these companies have spent a total of $3.3 million on ad buys on the platform this year. Comcast alone spent nearly $1.5 million on X ads from January to September, showcasing a significant return to the platform.
While the $3.3 million spent by these companies may seem small compared to the $170 million they spent on X ads in 2023, it is still a significant step towards normalizing their presence on the platform. This move signifies X’s increasing relevance in the social media landscape, as it takes a lot for companies like Disney to reinvest in advertising on a platform that they once boycotted.
It’s worth noting that Elon Musk’s comments, including telling advertisers to "Go f**k yourself," sparked the initial boycott from companies like Disney. In a bold move, Musk specifically called out Disney CEO Bob Iger during a public interview, further escalating tensions between X and its former advertisers.
Despite this history, both Musk and X executive Linda Yaccarino have welcomed the return of advertisers to the platform. Musk expressed his appreciation for major brands resuming advertising on X, thanking Yaccarino and the entire X team for their efforts to restore confidence in the platform.
The news of advertisers returning to X is a positive sign for the social media platform, indicating that it is still a valuable space for advertising despite past controversies. As X continues to evolve and grow, it will be interesting to see how this renewed partnership with major advertisers shapes the future of the platform.