The election helped. Advertisers have stopped boycotting Elon Musk’s social network

According to Linda Jaccarino, “90 percent of advertisers” who boycotted the social network, formerly known as Twitter, over brand safety concerns after Elon Musk bought the platform in 2022 “are back on X.” Jaccarino did not go into further detail, and there are many questions about this statistic.

Ars Technica writes that this internal X data doesn’t seem to be completely in sync with data from marketing company Sensor Tower. Ahead of the US presidential election, the analytics firm said 72 of the top 100 US advertisers who spent the most on X from October 2022 had stopped doing so. This was significantly higher than the company’s previous estimate (50 out of 100), given in October 2023, about a year after Musk acquired the platform, and seemed to indicate that the boycott had only intensified.

Shortly after the election, AdWeek reported that major brands including Comcast, IBM, Disney, Warner Bros. Discovery and Lionsgate Entertainment have resumed advertising on X. But at the end of 2024, Sensor Tower reported that X still appears to have failed to win back many of the biggest spenders on the platform before the change in ownership. As of December, the company estimated that 69 of the top 100 advertisers had not returned.

So far, it’s hard to gauge how much of an impact this seemingly significant number of returning advertisers will have on the value of X. NV Techno wrote that the platform has fallen nearly 80% since being acquired by Elon Musk in 2022.