Disney, Comcast increase US ad spending on Instagram after dropping Musk’s X – report

Big U.S. companies including Walt Disney and Comcast increased advertising spending on Instagram after pausing commercials on X last month, according to Sensor Tower, as marketers flee the Elon Musk-owned social media platform over antisemitic content.

Disney and Comcast lifted their U.S. spending on the app owned by Meta by 40% and about 6% respectively in the two weeks from Nov. 20, Sensor Tower data showed. Paramount, meanwhile, tripled its spending on Snapchat.

The figures underscore the challenge facing Musk, who in late November unleashed a profanity-laced tirade against advertisers who had dropped X, formerly known as Twitter.