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One week after the U.S. election, it’s clear that Disney and other major media companies have returned to advertising on Elon Musk-owned X, formerly Twitter.
This shift marks a notable departure from the stance many of these companies took in 2023 when ads were paused following reports that they appeared next to antisemitic content and hate speech.
Disney’s 2023 Departure From X
Disney’s earlier decision to withdraw stemmed partly from Musk’s endorsement of an antisemitic conspiracy theory. As Zahed Amanullah, a senior fellow at the Institute of Strategic Dialogue, explained to the BBC, Musk supported language historically linked to violent attacks on Jewish communities.
Credit: Steve Jurvetson via Wikimedia Commons
After Disney pulled its ads in 2023, CEO Bob Iger explained the decision during the New York Times DealBook Summit, citing Musk’s public stance and its negative implications for the brand.
Musk’s response was less measured.
He should be fired immediately.
Walt Disney is turning in his grave over what Bob has done to his company.
He should be fired immediately.
Walt Disney is turning in his grave over what Bob has done to his company.
— Elon Musk (@elonmusk) December 7, 2023
When asked about Disney’s withdrawal, he bluntly remarked, “Go f**k yourself, is that clear?” Days later, he called for Iger’s firing, stating, “Walt Disney is turning in his grave over what Bob has done to his company.”
Ad Spending Increases on X
Now, per Adweek, companies like Comcast, IBM, Disney, Warner Bros. Discovery, and Lionsgate Entertainment have resumed spending, albeit cautiously.
Marketing intelligence platform MediaRadar reports that ad budgets remain subdued, with Disney spending $550,000 on X this year, far below pre-boycott levels. It’s not clear when it resumed purchasing ad space on X.
Credit: Disney
Other companies have returned but similarly scaled back, with Comcast allocating less than $1.5 million and Lionsgate under $230,000. Apple, meanwhile, has yet to return.
This renewed spending follows the election of President-elect Donald Trump, with whom Musk shares close ties. Musk is poised to assume a prominent governmental role under the new administration, leading the Department of Government Efficiency (Doge) alongside Vivek Ramaswamy.
Credit: Gage Skidmore, Flickr
Analysts suggest this political alignment may have influenced Disney and others to rebuild ties with X.
“X’s owner now has the ear of the president-elect, a man who has a long history of helping his friends, and punishing his enemies,” said Max Willens, a senior analyst at Emarketer, via Adweek. “Sending at least a trickle of ad spending toward X may be seen as good for business, albeit in an indirect way.”
Despite the resumed spending, tensions between Musk and Disney remain. While Disney resumed posting on X in April 2024, beginning with a teaser for Tiana’s Bayou Adventure, Musk has taken other actions that strained the relationship, including threatening to remove Disney+ from Tesla vehicles. While Tesla later clarified that the app would only be removed from unused systems, the incident highlighted ongoing friction.
Credit: Disney
As Musk’s political influence grows, the dynamic between him and Disney could further evolve. Whether this renewed advertising relationship signals a genuine reconciliation or a pragmatic move remains to be seen.
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