B
Evidence Grade B
Graded
accuracy verified by the review judge
Safe to Cite
Recent
26%
26% -- marketers planning spend reduction for X (2025)
A net 26 percent of marketers were planning to reduce ad spend on X in 2025.
Attribution:
View source
Lighthouse Research Team
Last verified:
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Source verified
Evidence graded
Value
26%
Unit
Percentage
Data Vintage
2025
Entity
Evidence Quality
B
Strong, reliable evidence
Sourced from a well-regarded research firm or industry leader with transparent methodology and a reasonably large sample.
Single source - not yet corroborated
Score breakdown
Extraction
95
Source Trust
60
Citation Chain
20
Independence
30
Methodology
45
Freshness
95
Source
Kantar
Primary
Tier A
https://marketingwithdave.com/case-study-elon-musks-twitter-acquisition-and-the-brand-safety-crisis-… ↗
Source Article
Case Study: Elon Musk’s Twitter Acquisition and the Brand Safety Crisis for Advertisers | Marketing with Dave
Last updated March 2026
Brief Summary
In 2022, Elon Musk turned an acquisition attempt into a public spectacle: he made an unsolicited bid to buy Twitter, the board deployed a poison pill, the parties signed a deal, litigation followed when he tried to exit, and the transaction ultimately closed in …
Original Research
Kantar
· Original study ↗
Methodology
Kantar Media Reactions 2024 findings
Methodology documented
Segmentation
Industrymarketing
Cite this stat
Plain Text
X: 26% marketers planning spend reduction. Source: Kantar (2025). Via Lighthouse Intelligence -- https://lighthousedata.io/data/x-marketers-reduce-spend-2025
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<blockquote cite="https://lighthousedata.io/data/x-marketers-reduce-spend-2025" style="border-left:3px solid #2563eb;padding:12px 16px;margin:16px 0;font-family:system-ui,sans-serif;background:#f0f4ff;"><strong>26%</strong> -- marketers planning spend reduction for X<br><small>Source: Kantar (2025) · <a href="https://lighthousedata.io/data/x-marketers-reduce-spend-2025" target="_blank" rel="noopener">Lighthouse Intelligence</a></small></blockquote>
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