Comment by frereubu

I don't think it's that simple is it? Companies like Ford don't advertise on sites like Parler not just because there aren't many people there, but because of the content that their adverts would be presented alongside. What seems to concern companies about the new direction of Twitter is that more extremists may be allowed back on Twitter if the content rules are loosened, and the companies' advertising may be presented alongside that. It may also be that if those extremists are allowed back then many people will start to desert Twitter, and it will be even less attractive. But I think both things - number of users and the content - are being taken into account.