Walt Disney Co, International Business Machines Corp and Comcast Corporation are among a string of advertisers to have returned to X following a boycott late last year.
Alongside Warner Bros Discovery Inc and Lionsgate Entertainment, the formerly key advertisers to the social media platform have spent $3.3 million on X so far this year.
This marks a 98% drop against the $170 million spent over the same period in 2023, according to marketing intelligence firm MediaRadar.
However, it does show a return to Elon Musk’s X, previously Twitter, after a mass exodus in November 2023.
The firms had been spooked as their posts appeared among anti-semitic content and hate speech on the site.
X’s key advertisers now include Karma Shopping, Canles Shoes, and Kueez Entertainment, MediaRadar found, which have collectively spent $68 million this year.
“As X evolves, it could be forging an ad model that’s less dependent on the usual suspects,” MediaRadar chief product officer Meghan Fraze commented.