X’s advertising woes are only going to get worse, according to a new report detailed by Kantar. Advanced Television. The market research firm found that 26 percent of marketers plan to cut spending on X in the next year, and that advertiser confidence in X is “at a historic low.”
Kantar’s report, based on interviews with 18,000 consumers and 1,000 marketers from around the world, highlights how much X’s advertising business has declined since Elon Musk took over the company. Over the past year and a half, the platform has seen a huge number suspend or slow their spending amid concerns about hate speech and other toxic content.
Musk also criticized mainstream advertisers, saying that brands concerned about hate speech “.” he also accuses advertisers of “blackmail” and recently sued him and several global companies “illegally boycotting” the platform. Notably, Kantar found that only 4 percent of marketers believe X is safe for brands.
X did not immediately respond to a request for comment. This was reported by the company “advertisers know that X now offers stronger brand safety, performance and analytics capabilities than ever before, while seeing all-time high usage.”
