Several high-profile advertisers, including Comcast, IBM, Disney, Warner Bros. Discovery and Lionsgate Entertainment, have resumed their campaigns on X, marking a significant shift following their boycott in 2023. Their return signals a blow to the censorship-driven pressure campaigns of the left.

The initial boycott began after left-wing critics raised concerns over ads appearing alongside what they labeled “hateful” content. Between January and September 2024, these brands collectively spent a mere $3.3 million on X ads, a staggering 98% drop from the $170 million they invested in 2023, according to data from MediaRadar.

A wave of big advertisers returns to X after leaving a year ago https://t.co/UNQXwj9Fn3

— VOZ (@Voz_US) November 17, 2024

Analysts suggest the decision to return to X is influenced by Elon Musk’s close ties to President-elect Donald Trump. Max Willens, a senior analyst at Emarketer, noted that “X’s owner now has the ear of the president-elect,” suggesting that brands see renewed advertising on X as a strategic move.

The Financial Times has reported that some companies are viewing ad spending on X as “political leverage,” particularly for those seeking government contracts or favor under Trump’s administration. With Musk co-leading the newly established Department of Government Efficiency, his influence has grown, making X an attractive platform for brands looking to align with the incoming administration.

Good news for all of us: The following companies to resume advertising on X (Twitter) after boycotting:

• IBM
• Disney
• Comcast
• Discovery
• Warner Bros
• Lionsgate Entertainment

Elon Musk has told advertisers, ads will show only where they want.

— American Guy 🇺🇸 (@AmericanGuyX) November 16, 2024

Musk’s clashes with advertisers last year further highlighted the tension. In November 2023, during an interview at The New York Times’ DealBook Summit, Musk told departing advertisers like Disney to “go f–k yourself,” accusing them of attempting to blackmail him with ad dollars. Despite this defiance, Musk predicted the boycott would fade if Trump won the presidency—a prediction now proving accurate.

As brands return to X, their renewed spending underscores the shifting dynamics in Washington and the influence Musk wields in the new political landscape.