According to EMARKETER data, this year's turnover will increase to $ 2.3 billion compared to $ 1.9 billion a year ago. The worldwide sale in 2022, when the group was known as Twitter and taken over by Musk, was $ 4.1 billion.
The total American advertisements to X declined by 2 percent in the first two months of 2025 compared to a year ago, according to data from Market Intelligence Group Sensor Tower, despite the recent returns of groups such as Hulu and Unilever.
American Express also came back to the platform this year, but the advertisements fall by around 80 percent compared to the first quarter of 2022, Sensor Tower said.
However, four large advertising agencies, WPP, Omnicom, Interpublic Group and publicis are recently agreed on deals, or are in conversation, to set annual expenditure goals with X in so-called 'preceding deals', where advertisers commit themselves to buy slots in advance.
X, WPP, Omnicom and Publicis refused to comment. InterPublic Group did not respond to a request for comments.
The fears have risen within the advertisement industry after X has filed a federal antitrust lawsuit last summer against the Global Alliance for Responsible Media, a coalition of brands, advertising agencies and some companies, including Unilever, who accuse them of coordinating an “illegal boycott” under the famous. The House of Representatives, led by the Republicans for the judiciary, also leveled similar accusations.
Unilever was removed from X court after it had restarted the advertising on the social media platform in October.
After discussions with their legal team, some WPP employees now feel worried about what they write about X or communicate via video conferences in view of the court case, according to a person who is familiar with the issue.
Another ad director noted that the planned merger of $ 13 billion between Omnicom and Interpublic was delayed this month by a further request for information from an American watchdog, which held the threat of legal intervention on the deal.
