{"id":20558,"date":"2024-01-26T08:00:00","date_gmt":"2024-01-26T16:00:00","guid":{"rendered":"https:\/\/www.ispot.tv\/hub\/?p=20558"},"modified":"2025-06-02T14:10:23","modified_gmt":"2025-06-02T21:10:23","slug":"the-keys-to-successful-celebrity-use-in-the-super-bowl","status":"publish","type":"post","link":"https:\/\/www.ispot.tv\/hub\/the-keys-to-successful-celebrity-use-in-the-super-bowl\/","title":{"rendered":"The Keys to Successful Celebrity Use in Super Bowl Ads"},"content":{"rendered":"\n


The decision to use celebrities in advertising is a heavily weighted one. The high cost of featuring star talent itself is a hurdle for most advertisers. But the fit with the brand is where the real challenge lies, given the potential for unexpected and potentially unflattering news.  <\/p>\n\n\n\n

However, if done right, there is nothing like an A-list actor or top athlete to break through TV ad clutter, driving more engagement and memorability of an ad and paying dividends for the brand. <\/p>\n\n\n\n

Celebrity Rising<\/strong><\/p>\n\n\n\n

As the number of Super Bowl ads featuring celebrities has increased, so has the use of female celebs. The female empowerment of the mid-2010s galvanized expectations of gender equality in recent years and brands have listened.<\/p>\n\n\n\n

A study of iSpot Creative Assessment<\/a> data from Super Bowls past reveals that two in three Super Bowl LVII ads leaned on celebrity, with more than 60% of these featuring multiple actors, influencers, or athletes. Two in three celebrity ads included at least one female celebrity in response to a very diverse Super Bowl audience.<\/p>\n\n\n\n

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With the NFL (and Taylor Swift) working hard to expand the age range of the league\u2019s audience, and to include women in particular, the rise of female celebrities will be something to watch in 2024. Although female presence has improved, women remain under-represented, with males historically getting the leading role (as measured by dialogue) more than 75% of the time.<\/p>\n\n\n\n

Percent of Super Bowl Ads by Female Role<\/strong><\/p>\n\n\n\n

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Careful Combinations<\/strong><\/p>\n\n\n\n

Super Bowl advertisers are now also dipping deeper into the talent pool to bring together unique \u2013 if expensive \u2013 combinations of talent that span genres and generations; their goal is to spark interest and entertain viewers in hopes of capturing “likeability*\u201d (a key metric in Creative Assessment) across the very broad range of consumers that tune into the NFL\u2019s ultimate match-up. Several 2023 Big Game spots demonstrate this point:<\/p>\n\n\n\n

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T-Mobile \u201cNew Year. New Neighbor\u201d<\/strong><\/p>\n\n\n\n

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