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According to a new report from Kantar, X’s advertising woes are about to get even worse. Read more Advanced Television. According to a market research firm, 26 percent of marketers plan to cut spending on X next year and advertiser trust in X is “historically low.”
Kantar’s report, based on interviews with 18,000 consumers and 1,000 marketers around the world, highlights how X’s advertising business has declined since Elon Musk acquired the company. The past year and a half has seen a number of companies halt or slow down their spending on the platform due to concerns about hate speech and other harmful content.
Musk has also antagonized major advertisers, saying that brands concerned about hate speech should “embrace” them. He has also accused them of “intimidating” advertisers, and recently sued Company A and several other global companies for “illegal boycotts” of the platform. Notably, Kantar found that only 4% of marketers consider X safe for their brands.
X did not immediately respond to a request for comment. “Advertisers are finding that X offers stronger brand safety, performance and analytics capabilities than ever before, and usage is at an all-time high.”
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