Data by MediaRadar showed that Comcast, which spent less than $1.5 million on X this year, was followed by Warner Bros. Discovery at $1.1 million, whose ads are supporting theatrical releases of movies, and Disney at under $550,000. Lionsgate spent less than $230,000, while IBM allocated under $2,000.
Comcast’s carousel ads, seen by ADWEEK, appeared to function as top-of-funnel marketing, directing people to Comcast’s website to highlight the company’s investment in its parks, like Universal Orlando Resort.