X Welcomes Back Major Advertisers As Political Landscape Shifts

Several high-profile companies, including Disney, IBM, and Comcast, have resumed advertising on X after pausing campaigns in 2023. Their return signals a significant victory for Elon Musk and President-elect Donald Trump, whose influence is reshaping corporate strategies.

The boycott began last year when activists pressured advertisers to pull out over allegations that their ads appeared alongside “hateful” content. Between January and September 2024, these brands spent a mere $3.3 million on X, a 98% drop from the $170 million they invested in 2023.

Industry experts believe Musk’s close relationship with Trump is a key factor in the advertisers’ return. “Sending at least a trickle of ad spending toward X may be seen as good for business,” said Max Willens of Emarketer, noting that Musk’s role in the incoming administration adds significant value.

According to The Financial Times, some companies are using X as a strategic channel to improve their standing with the Trump administration. Musk’s position as co-leader of the Department of Government Efficiency gives him unprecedented influence, making X an appealing platform for advertisers.

Musk’s unapologetic stance during the boycott also made headlines. At a 2023 summit, he told advertisers critical of X to “go f–k yourself,” doubling down on his refusal to bow to censorship demands. Musk’s earlier prediction that the boycott would lift if Trump won has now come to fruition.

This renewed ad spending reflects the shifting priorities of corporate America as it navigates the changing political landscape under Trump and Musk’s leadership.