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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