Brands Shift Spend From X to Alternatives for Super Bowl 2024, Reassessing Deals

X saw a 69% YoY decrease in Super Bowl ad spend in 2023

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Historically, X (formerly Twitter) has grappled with subpar ad products. That, coupled with the lack of a closely aligned sales team, could find the platform missing out on one of its highest revenue-driving periods, the Super Bowl.

X’s former ability to drive real-time conversations with moments such as Brand Bowl winners—which highlighted the best-performing brands during the Big Game and emphasized the impact of brand commercials driving conversations—was a significant component of brands’ media strategy and purchasing considerations until the most recent Super Bowl earlier this year.

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