Disney, Comcast, Lionsgate Entertainment and Warner Bros. Discovery have all resumed their ad spend on X, according to new data from MediaRadar.
The market intelligence firm (which tracks feed image, carousel and video ads captured by a panel of more than 2 million US users and tracks the top 96% of impressions) found that the companies collectively have less than $3.3 million spent on the Elon Musk-owned platform between January and September – a 98% year-over-year decline from the $170 million spent during the same period in 2023.
Comcast has spent less than $1.5 million on Meanwhile, Apple and IBM, which were also tracked, spent nothing and less than $2,000, respectively.
A Disney spokesperson confirmed to TheWrap that they resumed some advertising on the platform this past summer. Representatives for Comcast, Lionsgate and WBD did not immediately return TheWrap’s request for comment.
The major entertainment brands first halted their ad spend, along with Sony, Paramount and Netflix, in November 2023 after Musk faced intense criticism for promoting and endorsing a post on X (formerly Twitter) that contained an anti-Semitic conspiracy theory was glorified.
At the time, The New York Times estimated that X would lose as much as $75 million in advertising revenue by the end of 2023 as a result of the suspensions.
In addition to Disney, Lionsgate, Comcast and WBD, TheWrap previously reported that Netflix resumed its ad spending in December 2023 after the Times reported that the streamer was suspending nearly $3 million in advertising due to the controversy.
Overall, MediaRadar’s data sample showed that advertising on
The top three advertisers were Karma Shopping, GZ JY Ecommerce (Canles shoes) and Kueez Entertainment, each of which has spent more than $12 million so far this year for a total of $68 million.
“I just want to say that we really appreciate big brands advertising on our platform again,” Musk wrote in an X-post on Friday. “Thank you @lindayaX and the entire
While some brands have resumed their working relationship with X, some users of the platform have left it behind completely after Donald Trump won the 2024 election.