Last week, NPR ran a piece, citing Media Matters for America, on half of Twitter’s top advertisers halting their ads while things shake out. Among those putting a pause on advertising are Chevrolet, Chipotle, Ford, Jeep, Kyndryl, Merck & Co., and Novartis AG. Constitutional scholar Jonathan Turley noted something important: “These companies were fine with Twitter censoring free speech and blocking stories like the Hunter Biden laptop scandal before the election. They were fine with barring medical experts who were later proven to have valid concerns on Covid.” We’d continually heard that Twitter was a “hellscape” under previous management, overrun by Nazis and transphobes, and yet these advertisers stayed.

Mashable is a week late to the party but has a report about advertisers leaving Twitter, believing it’s no longer safe for their brand to be associated with the social media platform.

Citing research by Media Matters (of course), “Social Good reporter” Chase DiBenedetto reports:

The majority of brands are what the organization has labeled “quiet quitters,” pulling out or subtly reducing their ad spending without a public announcement. Others, like Chevrolet, Chipotle, Ford, Jeep, and others, have issued statements on their departure.

Big brands have been reckoning with Musk’s changes and controversial statements for weeks. Earlier this month, global corporate advertising agencies recommended that many of their largest clients pause spending for Twitter ads, including Omnicom Media (an agency representing big names like Apple, Mercedes-Benz, and McDonald’s). Other brands, like Volkswagen, General Motors, and General Mills, also suspended all Twitter ad spending. Individuals and companies alike are leaving their accounts behind, like Broadway-beloved Playbill.

The walls are closing in … Twitter’s going to be shut down any second now … which is the same thing they said when employees left “in droves.” And yet the site still exists.

Very true. Sometimes they get cranky and tweet some “off-brand” thoughts.

Could Media Matters post a list of the other half of advertisers who stayed? We’re doing our holiday shopping.


Editor’s Note:


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