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A week after the U.S. election, Disney has resumed advertising on Elon Musk-owned X, joining other major companies in a cautious return to the platform. This marks a significant shift from November 2023, when Disney paused ad spending following reports that its campaigns were displayed alongside antisemitic content and hate speech.
The decision to pull ads came after Musk endorsed an antisemitic conspiracy theory, a move widely condemned by organizations and experts. Zahed Amanullah, a senior fellow at the Institute of Strategic Dialogue, described Musk’s actions to the BBC as supporting rhetoric historically tied to violent attacks on Jewish communities.
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Despite this history, Adweek reports that Disney, Comcast, Warner Bros. Discovery, IBM, and Lionsgate have all resumed ad spending on X. However, budgets remain far below previous levels, with MediaRadar data showing Disney spent just $550,000 on X this year, compared to $1.5 million from Comcast and $1.1 million from Warner Bros. Discovery. Apple, which also pulled ads in 2023, has yet to return.
This reversal coincides with the election of President-elect Donald Trump, who shares close ties with Elon Musk. Musk is set to take a key role in the incoming administration as head of the Department of Government Efficiency (Doge), alongside Vivek Ramaswamy.
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Some analysts suggest that Musk’s growing political influence may have prompted companies to re-engage 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, 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.”
Disney’s Rocky Relationship with Elon Musk
The renewed advertising relationship hasn’t erased past tensions. In 2023, Bob Iger, Disney’s CEO, explained that the company’s decision to leave X stemmed from Musk’s public behavior, which he said was incompatible with Disney’s values. Musk’s response was characteristically brash, urging Disney to “go f**k yourself” during a public event. The businessman later called for Iger’s firing, claiming, “Walt Disney is turning in his grave over what Bob has done to his company.”
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Disney quietly returned to posting on X in April 2024, kicking off with a preview of Tiana’s Bayou Adventure. Musk, meanwhile, has kept the pressure on, including the revelation that it would remove Disney+ from Tesla vehicles—a decision Tesla later clarified would apply only to unused systems.
As Musk’s influence expands under the new administration, Disney’s relationship with him and X remains complex. While this ad return may be strategic, it’s unclear how this renewed engagement will shape their future interactions.
Do you think Disney is right to pay for ads on X again?
Chloe, you left out the fact that Elon visited Israel to express his support for the Jews there. He also wasn’t wrong that certain Jews have been conspirators in a left-wing cause. It doesn’t represent Jews in general.
Do your research next time.