Marketer Confidence in X Declines as Brands Plan to Cut Advertising Spend
A recent report by market researcher Kantar reveals that marketer confidence in X, a major global ad platform owned by Elon Musk, has significantly declined in the past year. The report indicates that an increasing number of brands are planning to reduce their advertising on X in 2025, citing safety concerns and poor perceptions around innovation and trust.
According to Kantar’s survey, 26 percent of marketers it interviewed expressed plans to cut their ad spend on X next year. This represents the largest recorded pullback from any major global ad platform. Furthermore, only 4 percent of marketers considered X ads to be brand-safe. The study also highlighted that TikTok has been recognized as the most innovative advertising publisher for the fifth consecutive year, while YouTube is considered the most trusted platform.
Gonca Bubani, Kantar’s global thought leadership director, explained that advertisers have been gradually shifting their marketing spend away from X in recent years. However, the past 12 months have seen a stark acceleration of this trend, making a turnaround unlikely. Bubani emphasized the importance of marketers trusting the platforms they use, stating that X’s unpredictable nature and frequent changes make it difficult to feel confident about brand safety. Ironically, the reduction in ad spend on X may lead to a happier user experience as consumers encounter fewer ads on the platform.
The findings of the report are based on interviews with approximately 18,000 consumers in 27 markets and 1,000 senior marketers globally, providing a comprehensive perspective on the state of marketer confidence in X.
Controversies Surrounding X and Elon Musk
The decline in marketer confidence in X can be attributed to a series of controversies surrounding the platform and its owner, Elon Musk. Since acquiring X in 2022, Musk has been involved in free speech rows and made controversial statements. In August, he accused UK Prime Minister Sir Kier Starmer of “two-tier policing” and predicted civil war in the country. Musk also shared a false claim about the Government setting up detainment camps in the Falkland Islands.
Furthermore, Brazil’s Supreme Court recently voted to uphold a ban on X in Brazil, following a dispute between Musk and Justice Alexandre de Moraes over free speech and posts deemed as misinformation. De Moraes ordered the suspension of X until the company complies with his demand to appoint a legal representative in the country. Violators of the ban face a daily fine of approximately $8,900. Brazil is one of X’s biggest markets, with tens of millions of users.
Antitrust Lawsuit Against Global Alliance for Responsible Media
Earlier this year, Elon Musk filed an antitrust lawsuit against the Global Alliance for Responsible Media (GARM), a cross-industry organization that includes major companies like Mastercard, Procter & Gamble, and Unilever. Musk accused the group of orchestrating a “massive advertiser boycott” against X. GARM, established in 2019, aims to combat the spread of dangerous, hateful, disruptive, and fake content online.
Linda Yaccarino, the CEO of X, stated that the decision to file the lawsuit was not taken lightly but was a direct consequence of GARM’s actions. This legal action reflects the ongoing battle between X and various industry organizations over content moderation and the responsibilities of major platforms.
In conclusion, the decline in marketer confidence in X, as revealed by Kantar’s report, highlights the growing concerns around brand safety and trust. The controversies surrounding Elon Musk’s ownership of the platform, including free speech disputes and misinformation claims, have further contributed to the erosion of confidence. As marketers seek platforms that prioritize innovation and trust, X faces significant challenges in rebuilding its reputation in the advertising industry.
