X’s
advertising
woes
are
about
to
get
a
whole
lot
worse.
According
to
a
new
report
from
Kantar,
details
of
which
were
published
by
Advanced
Television.
The
market
research
firm
found
that
26
percent
of
marketers
plan
to
cut
their
spending
on
X
in
the
coming
year,
and
that
advertisers’
trust
in
X
is
“historically
low.”
Kantar’s
report,
which
is
based
on
interviews
with
18,000
consumers
and
1,000
marketers
from
around
the
world,
underscores
just
how
far
X’s
advertising
business
has
declined
since
Elon
Musk
took
over
the
company.
Over
the
last
year
and
a
half,
the
platform
has
seen
numerous
high-profile
advertisers
halt
or
slow
down
their
spending
amid
concerns
about
hate
speech
and
other
toxic
content.
Musk
has
also
antagonized
major
advertisers,
saying
that
brands
worried
about
hate
speech
should
“go
fuck
yourself.”
he’s
also
accused
advertisers
of
“blackmail,”
and
recently
sued
an
industry
group
and
several
global
companies
for
conducting
an
“illegal
boycott”
of
the
platform.
Of
note,
Kantar
found
that
only
4
percent
of
marketers
believe
X
is
safe
for
brands.
X
didn’t
immediately
respond
to
a
request
for
comment.
The
company
told
the
Financial
Times
that
“advertisers
know
that
X
now
offers
stronger
brand
safety,
performance
and
analytics
capabilities
than
ever
before,
while
seeing
all-time-high
levels
of
usage.”