Some 625 of the top 1,000 Twitter advertisers, including major brands such as Coca-Cola, Unilever, Jeep, Wells Fargo and Merck, had pulled their ad dollars as of January, according to estimates from Pathmatics, based on data running through January 25.
As a result of the pullback, monthly revenue from Twitter’s top 1,000 advertisers plummeted by more than 60% from October through January 25, from around $127 million to just over $48 million, according to the data.
After initially clashing with advertisers, Musk now appears to be trying to woo them back to the platform.
Some advertisers also complained that the Twitter employees they previously worked with had been terminated by Musk, causing confusion.
Even among the top advertisers that remain, many have dramatically reduced their ad spending on the platform, according to Pathmatics data.