A global survey by market research firm Kantar found that a net 26% of marketers plan to decrease their spending on X in 2025, the biggest recorded pullback from any major global ad platform.
Only 4% of marketers overall think X ads provide “brand safety” — certainty that their ads won’t appear alongside extreme content — compared with 39% for Google ads, Kantar said in a report Thursday.
The findings suggest that Musk’s charm offensive at the world’s largest annual advertising festival, Cannes Lions, in June hasn’t succeeded.
According to the report, YouTube remains the ad platform marketers most prefer, while, for consumers, Amazon and TikTok share the top spot.
Brazil blocked X over the weekend following an order by the Supreme Court because Musk refused to appoint a new legal representative in the country.
Persons:
Elon, Kantar, ” Gonca, hasn’t, Mark Read, ”, “, Musk, Xhave, Paramount —, X, Luiz Inácio Lula da Silva, Musk’s “
Organizations:
London CNN, Google, Cannes Lions, WPP, Unilever, Mars, CVS, ”, IBM, Disney, Paramount, YouTube
Locations:
Brazil