Analysis-Twitter's advertising business seen facing slow recovery

A promoted tweet on Twitter app is displayed on a mobile phone near a Twitter logo, in this illustration picture taken September 8, 2022. REUTERS/Florence Lo/Illustration

(Reuters) - Twitter-owner Elon Musk has said advertisers are returning to the social media platform, but statements from several companies and data from research firms suggest a bounce-back is not happening so fast.

Musk, who also runs electric carmaker Tesla Inc, earlier this week told the BBC that most of Twitter's advertisers are returning to the platform and the business was "roughly breaking even." Twitter had been hit by a massive decline in advertising since his acquisition in late October.