Tucker Carlson's announcement of launching a show on Twitter is receiving a lukewarm response from advertisers, who are already cautious about spending on the social media platform. Many advertisers had halted their spending on Twitter after Musk's acquisition of the company, fearing weakened content moderation and uncertainty about the platform's direction. While some brands like Mondelez and Eli Lilly have resumed spending on Twitter, many others, including General Motors, United Airlines, and Boston Beer, have maintained a pause on Twitter spending. Twitter hopes that Carlson's presence will help draw a larger audience, but it may not necessarily persuade the departed advertisers to return.