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

IBM, Disney, Warner Bros. Discovery, and Lions Gate Entertainment have collectively spent less than $3.3 million on X.

“X’s owner now has the ear of the president-elect, a man who has a long history of helping his friends, and punishing his enemies,” said Max Willens, senior analyst, at Emarketer. X has always struggled to show how its ad formats drive performance, meaning that marketers haven’t poured as much budget there as to Meta or Google. Meanwhile, online abuse targeting women has surged since the U.S. election, with harmful rhetoric like “Your body, my choice” and “get back to the kitchen” proliferating on X and TikTok, according to the Institute for Strategic Dialogue.

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