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# A “record number” of firms plan to cut ad spending on X, reports CNN
- URL: https://capitolcommunicator.com/advertisers-plan-to-withdraw-from-x-in-record-numbers-reports-cnn/
- Published: 2024-09-06T23:10:15.000Z
- Updated: 2024-12-12T23:34:15.000Z
- Author: Capitol Communicator
- Tags: Advertising, Insights, Social Media, #wp-upper-left-sponsored, #Import 2026-10-08 18:54

**A record number of firms plan to cut advertising spending on X next year** because of concerns that extreme content on the platform could damage their brands, dealing another blow to the financial fortunes of **Elon Musk**’s social media company, reports CNN.

According to CNN, 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](https://www3.kantar.com/l/1035373/2024-09-04/24gmj/1035373/17254644693lt3je5A/Kantar%5FMedia%5FReactions%5F2024%5FBooklet%5F1.pdf?ref=capitolcommunicator.com).

“Advertisers have been moving their marketing spend away from X for several years,” **Gonca Bubani**, Kantar’s global thought leadership director for media, said in a statement, adding that “a turnaround currently seems unlikely.”

“X has changed so much in recent years and can be unpredictable from one day to the next — it’s difficult to feel confident about your brand safety in that environment.”

Consumers, on the other hand, feel more positive about ads on X because there are fewer than there used to be, according to Kantar.

More [here](https://www.cnn.com/2024/09/05/business/advertisers-x-withdrawal/index.html?ref=capitolcommunicator.com).