- X is attracting new advertisers, although healing of income from his advertising is unsafe, third party data suggests.
- Revenue from X ads drops significantly after Musk’s receipt in 2022.
- Some advertisers are carefully plotting a return to X.
Elon Musk’s X has successfully judged a new group of advertisers in recent months, and some brands with a big name, such as Apple, are returning.
Does this mean that is seeing an advertising return? Well, it’s complicated.
A business analysis of four independent data sources suggests that the group of X advertisers is increasing, but is far from recoverying the income lost on the adodine after receiving Musk’s 2022.
X did not respond to a comment request. X is a private company and does not publicly report advertising revenue data.
According to the market intelligence firm Sensor Tower, 46 of the 100 most spent US advertisers on X in January this year were not spending on the platform in 2022, suggesting that it has cultivated a new base of advertisers. (Sensor Tower says his estimates are based on the owner’s panel data and data science models and should be used for management trend analysis.)
President Donald Trump’s electoral victory and Musk’s political climb may have attracted new advertisers to X. However, it is evident that much of the 100 money was spending on the platform throughout 2024 – even before the elections. Chinese e -commerce giant TEMU was the best advertiser last year, accounting for 3% of the total US spending on the platform, according to sensor Tower estimates. Temu did not respond to a comment request.
Here were the top 10 spenders in January 2025, for the Sensor Tower:
- Temple
- jerk
- Solar
- Nfl
- Revenge
- sheet
- International restaurant brands
- Amazon
- vein
- Red games
The sensor tower data estimated that these advertisers spent less on X in general in January 2025 compared to the previous group of best advertisers in January 2024.
More advertisers but fewer advertising dollars
Data from the Mediararian Research Firm, which analyzed a panel of more than 2 million US users, showed a similar trend. He estimated that the X ads of X’s advertising were $ 1.4 billion in 2024, dropping 28% from nearly $ 2 billion spent on the platform in 2023.
While revenues dropped, the number of companies advertising at 2024 increased 15% year by year, according to Mediaradar.
This increase can stem from a range of new X agreements signed with adtech sellers to promote the advertiser’s request. Ads sold in this way tend to go for lower prices than advertising directly sold by sales teams, and X will have to share some of these revenues with these sellers. X this month signed an agreement with the company Adtech Magnite, as BI reported for the first time. X has also made arrangements with Google and Pubmatic.
Musk earlier this month reposted a view of a Wall Street Journal article saying that the X X24 revenue sat against 2021, the last year before it went private, but it had improved the benefit in that time on a regulated EBITDA base. Musk did not confirm the numbers, but posted: “Almost almost like I’m good with money.” An overall x -income figure will also include income from data licensing businesses and its subscriptions, in addition to advertising.
Some advertisers are carefully plotting a return to x
Many advertisers have been cautious about the costs of X after taking Musk Twitter in 2022.
The company dismissed a large number of its staff, released the rules of modification and account verification, and again brought some prohibited accounts of controversial figures. Musk told advertisers who had stopped spending on the platform to “go fuck themselves”. X is sued 11 advertisers, claiming that they collectively conspired to boycott the platform in violation of antitrust laws.
The growing political power of Musk can strengthen X, the interior of the advertising industry said. /Alex Brandon
Despite these concerns, some industry interior spoken with BI Posted X may benefit from the win of the Trump’s November elections and the increasingly influenced role of Musk in his administration. They said some advertisers are thinking about whether the costs for X could make sense this year.
“We see more money advertising that protect against political risk,” said a senior media buyer, who demanded anonymity to discuss sensitive customer spending decisions. Their identity is known for BI.
“Normally, CEO is not included in media acquisition decisions; or is responsible. Now, in this political environment, CEO is being included,” the media buyer added.
Ruben Schreurs, Director General of Ebiquity Consustancy Marketing, who works with 70 of the top 100 global advertisers, said he is seeing isolated cases of advertisers returning to the platform, “but so far, no signs of a return massive. “
Apple, for example, which stopped expenses at X in 2023, bought ads on X again this month, Macrumors reported earlier, and BI confirmed. Apple did not immediately respond to a comment request.
However, Ebiquity’s analysis of customer expenses showed that only one of its customers was spending on X in December 2024, out of 13 clients in December 2023.
However, at least one data source suggested that X has seen an increase since elections. This was the guidance, an analytical firm that collects data from the world’s largest media buying agencies.
Its data showed that it had a 123% increase in US spending for X from these large agencies throughout the year in December the first full-election data-and a further 42% increase from year to year in January. This came from a low base, however, as X had experienced two years continuous decrease in advertising spending year by year 60% to 80% for instruction data.
It seems that costs in February by these agencies will increase 25% from year to year, although this assessment from the instruction is based on prenotes ahead of the early engagement of advertisers and is still subject to change.