X’s advertising woes are about to get worse, according to a new report from Kantar, whose data was Advanced Television. The market research firm found that 26 percent of marketers plan to reduce their spending on X in the next year, and that marketer trust in X is “at a historic low.”
Kantar’s report, based on interviews with 18,000 consumers and 1,000 sellers from around the world, underscores how far X’s advertising business has fallen since Elon Musk took over. Over the past year and a half, the platform has seen many suspend or slow down their usage amid concerns about hate speech and other toxic content.
Musk also railed against major advertisers, saying brands concerned about hate speech should “. he also accused advertisers of “disrespect,” and recently sued the company and several international companies for an “illegal” boycott of the platform. Notably, Kantar found that only 4 percent of marketers believe X is brand safe.
UX did not immediately respond to a request for comment. The company told the that “marketers know that iX now offers stronger product security, performance and analytics capabilities than ever before, while seeing significantly higher usage rates.”
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