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Anup Oommen
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Marketers leave ‘Twitter’ in the corner as X ad spends plummet

Anup Oommen
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The Kantar Media Reactions 2024 report reveals that a net 26 per cent of marketers plan to reduce X ad spend in 2025, the biggest recorded pullback from any major global ad platform.

Marketer confidence in X – formerly known as Twitter – has declined significantly in the past year, driven by brand safety concerns and poor perceptions around innovation and trust, according to the latest Media Reactions 2024 report released by marketing insights and analytics company Kantar.

The Kantar report reveals that a net 26 per cent of marketers have reported plans to reduce ad spend on X in 2025, the biggest recorded pullback from any major global ad platform.

The annual study, which explores the evolving media landscape, is based on interviews with approximately 18,000 consumers in 27 markets and 1,000 senior marketers globally.

The study also reports that YouTube remai


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the authorAnup Oommen
Anup Oommen is the Editor of Campaign Middle East at Motivate Media Group, a well-reputed moderator, and a multiple award-winning journalist with more than 15 years of experience at some of the most reputable and credible global news organisations, including Reuters, CNN, and Motivate Media Group. As the Editor of Campaign Middle East, Anup heads market-leading coverage of advertising, media, marketing, PR, events and experiential, digital, the wider creative industries, and more, through the brand’s digital, print, events, directories, podcast and video verticals. As such he’s a key stakeholder in the Campaign Global brand, the world’s leading authority for the advertising, marketing and media industries, which was first published in the UK in 1968.
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