According to the analysis, these seven advertisers have spent more than $255 million on twitter since 2020 and around $118 million in 2022. The analysis tracked a number of significant businesses that can be referred to as "silent quitters" that are gradually ceasing to invest in advertising on social media. According to the study, this comes after businesses like Chipotle Mexican Grill Inc., Ford, and Chevrolet released statements announcing their plans to pause their twitter advertisements.
Despite these losses in advertising, Elon Musk has persisted in his brand-unsafe behaviour, amplifying conspiracies, reintroducing banned accounts like that of the former US President Donald Trump, courting and interacting with far-right accounts, and putting in place a haphazard verification system that allowed fraudsters and extremists to buy blue checks.