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Comcast, Disney, and IBM Are Among Advertisers Returning to X After Ad Freeze

Disney, IBM, Warner Bros., and others are cautiously advertising on X (formerly Twitter) again after a year-long boycott over content moderation issues. However, their ad spending has plummeted by 98%, signaling ongoing hesitation.

While traditional advertisers have scaled back, MediaRadar notes that challenger brands such as Karma Shopping, Canles, and Kueez have invested over $68 million in total on X this year. These smaller brands are reportedly taking advantage of reduced competition on the platform, signaling a shift toward a long-tail advertising model that may redefine X’s strategy. Business NewsCompanies Major brands like Disney, IBM and Warner Bros resume ads on X after year-long boycott – What’s driving their comeback?

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