Advertisers Return To X Following Trump’s Victory And Musk’s Influence

Prominent advertisers, including Disney, Comcast, and Lionsgate, have resumed spending on X after a year-long hiatus, marking a major defeat for left-wing censorship advocates. Their return follows President-elect Donald Trump’s victory and Elon Musk’s elevated political influence.

In 2023, these companies withdrew from X after activists criticized the platform for allegedly allowing “hateful” content to thrive. The boycott resulted in a 98% drop in ad spending, with the brands collectively contributing just $3.3 million from January to September 2024, compared to $170 million in 2023.

Analysts suggest the reversal stems from Musk’s growing role in the Trump administration. Max Willens, a senior analyst at Emarketer, stated, “X’s owner now has the ear of the president-elect,” adding that advertisers likely see strategic value in aligning with the new administration.

The Financial Times reports that some companies view advertising on X as a way to gain favor with the Trump administration, especially for securing government contracts. Musk’s role as co-leader of the Department of Government Efficiency has further positioned him as a key political figure.

Musk’s defiance during the boycott attracted widespread attention. In November 2023, he publicly challenged advertisers to “go f–k yourself” during an interview at The New York Times’ DealBook Summit. Musk also predicted that a Trump victory would end the boycott, a forecast that has proven accurate.

The return of major advertisers underscores the shifting power dynamics under Trump’s presidency, with Musk playing a pivotal role in reshaping corporate and political alliances.

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