Major brands like Disney, IBM and Warner Bros resume ads on X after year-long boycott – What’s driving their comeback?

Comcast, IBM, Disney, Warner Bros. Discovery, and Lionsgate Entertainment have returned to advertising on X (formerly Twitter) after a year-long boycott, according to AdWeek. These companies, which previously distanced themselves from the platform over concerns about content moderation, are now cautiously resuming campaigns.

Substantial drop in advertising spend

Despite their return, the financial commitment from these brands has drastically reduced.