Only 4% of marketers believe X provides brand safety
Net 26% of marketers plan to cut ad spend on X in 2025, according to new Kantar data, which also finds consumer ad receptivity is on the up.
Confidence in X, formerly Twitter, has plummeted over the past year, with just 4% of marketers now believing that ads on the platform provide brand safety.
Under Elon Musk’s leadership, trust in X has nosedived from 22% in 2022 to 12% in 2024, according to Kantar’s 2024 Media Reactions report.
As a result, a net 26% of marketers plan to cut ad spend on X in 2025 – the largest recorded pullback seen on any major global ad platform, citing brand safety concerns and poor perceptions of innovation and trust.
“Ad spend, trust and receptivity were decreasing before Elon Musk, but it sped up this year,” says Gonca Bubani, global thought leadership director of media at Kantar.
