Study: X's Ad Revs Plunge, TikTok Registers Biggest CPM Gains

Elon Musk bought Twitter in late October 2022 and renamed it X. Since then, staffers have been axed and hate speech has flourished, according to the ADL and the Center for Countering Digital Hate. By September 2023, monthly active users for X had dropped 15% worldwide and 18% in the U.S., according to Similar Web, a data-analytics company.

Advertising took a hit, too.

Gupta Media reported in its "State of Social Media CPM Report" for 2023, which analyses billions of ad impressions, that X's ad rates have dropped more than 75% since Musk acquired the platform. The company examined various social platforms, including Facebook, Instagram, TikTok, X and YouTube.

Also per the researcher, the biggest decline in CPM growth has come from X, which has seen its ad rates plummet since October, 2022. X's CPM rates plunged 78% from 2022 to 2023, dropping as low as $0.32 in August 2023.

Conversely, Gupta Media reports TikTok is experiencing the fastest year-over-year growth in CPM rates, with a 12.28% increase in CPM in 2023 as compared to 2022 — and a 90% increase in CPM since 2021. By comparison, Meta is up 7.4% year-to-date versus 2022. Because TikTok has invested heavily in becoming a shopping platform, the forecast is a big uptick in TikTok CPMs during the upcoming holiday season.

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Linda Yaccarino, X CEO, and former NBCU executive, claimed in an Oct 27 blog post: "Since mid-May, all major agencies have reversed their pause guidance against advertising on X. Last quarter alone over 1,700 advertisers returned to X, from small businesses to major brands — including 90 of the top 100 ad spenders from a year ago."

She also wrote the company has "made real progress in our work to combat misinformation from all sides on X."

1 comment about "Study: X's Ad Revs Plunge, TikTok Registers Biggest CPM Gains".
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  1. Thomas Siebert from BENEVOLENT PROPAGANDA, November 1, 2023 at 11:46 a.m.

    What, no complaining from NewsGuard? LoL.


    Any story that cites the shady far-left anti-free speech U.K. NGO "Center for Countering Digital Hate" should not be taken seriously.


    All research strongly suggests the CCDH is an anti-American front for globalist EU investment groups like THE OAK FOUNDATION, an enormously wealthy and not-particularly-transparent V.C. that funds a wide variety of left-to-radical-left causes, most specifically the funding of Communist China’s bid for dominance over global trade networks and the "greening the West" without any concerns for the pollution emitted by China and India, which dwarfs the USA. Their list of donors was recently removed from CCDH website as attention to their financing has increased.

    That's not even beginning to go into their board membership or the background of their founder and CEO Imran Ahmed, a British national who nevertheless lives in Washington, D.C. 

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