Bob Iger’s Disney, entertainment firms resume X advertising
Bob Iger’s Disney and other entertainment giants have reportedly resumed their ad spending on Elon Musk’s X — a year after the billionaire told companies that fled his social media platform to “go f— yourself.”
Disney, Comcast, Lionsgate Entertainment and Warner Bros. Discovery have spent roughly $3.3 million on ad buys on X this year, according to data from MediaRadar obtained by The Wrap.
Between January and September, Comcast spent nearly $1.5 million on X ads, Warner Bros. Discovery spent about $1.1 million, Disney spent less than $550,000 and Lionsgate spent almost $230,000, according to MediaRadar.
Still, the total was a fraction of the $170 million they dished out to Musk’s platform in 2023, according to the data.
The world richest person — who has become part of President-elect Donald Trump’s inner circle — cheered the boost in revenue.
“Just want to say that we super appreciate major brands resuming advertising on our platform!” Musk wrote on X, adding a special a shout-out to CEO Linda Yaccarino.
A Disney spokesperson told The Post they resumed some advertising on X over the summer.
A Warner Bros. Discovery spokesperson said some of its businesses are advertising on X. It denied a report that the resumed advertising was tied to Trump’s win.
Comcast and Lionsgate did not immediately respond to a request for comment.
Just a year ago, major brands began halting their advertising after the billionaire replied to an antisemitic post on the platform.
An X account had posted that Jewish communities were pushing “hatred against whites that they claim to want people to stop using against them” and “coming to the disturbing realization that those hordes of minorities that support flooding their country don’t exactly like them too much.”
Musk replied: “You have said the actual truth.”
IBM, Apple and Disney were quick to pause their spending as some ads began to appear next to a flood of antisemitic posts on the platform.
X faced a potential $75 million in advertising revenue losses, according to The New York Times.
In November 2023, Musk railed at the at The New York Times DealBook summit.
“If someone’s going to try to blackmail me with advertising, blackmail me with money, go f— yourself,” Musk said.
He then added: “Including Bob,” an apparent reference to Iger, who was in the audience.
Musk jabbed Disney in February once again by funding “Mandalorian” actress Gina Carano’s lawsuit against the company after she was fired over her controversial posts on X.
In April, Musk sided with activist investor Nelson Peltz on his bid for a spot on Disney’s board of directors.
