This Year’s Super Bowl Was Packed With Celebrities but Not as Many as Expected

Paying for top-tier talent on top of an $8 million TV ad buy has become the norm for advertisers to cut through the noise of the Super Bowl. As it’s gotten harder for brands to get attention during the Super Bowl, celebrities have become a proven formula for a winning Super Bowl ad.

Plus, celebrities help brands reach audiences outside of the Super Bowl, sustaining buzz beyond 30 or 60 seconds.

“When a brand adds a celebrity to a campaign, they have the opportunity to reach audiences far beyond the TV spot,” Jessie Mash, partner and chief business officer at SonderCo, a brand and talent partnerships agency, previously told ADWEEK. “The commercial often extends into earned media opportunities, social amplification, and cultural conversation.”