The 2024 Super Bowl was watched by over 123 million people making it the most watched Super Bowl in history. Although 43% of viewers are indifferent to the actual football, only tuning in for the commercials.
This year’s Super Bowl included a plethora of celebrities in commercials, including Michael Cera, Arnold Schwarzenegger and Cardi B. Including celebrities in commercials has become the norm. Celebrities appear in well over half the ads, a pattern that has been reflected over the past five years.
Senior Kaleigh Mcgrath appreciates the breaks during the game. “I really only enjoy the commercial aspect of the Super Bowl. I like to see new products and find new brands that way,” Mcgrath said.
With a 30-second advertisement costing around $7 million, along with companies paying large production costs including premium fees for celebrities and rights to music, Super Bowl advertisers must make a strong impression if companies want to get their money’s worth.
Lauren Nogy, Endorsements & Voiceover Agent, United Talent Agency, emphasized the unique atmosphere of advertising in the big game. “Because of the significant investment and the work that goes into a single spot, there is a lot of pressure for the commercial to break through,” she says. “Celebrities offer the ability for viewers to instantly recognize and connect with the commercial which is imperative when they only have 60 or 30 seconds to grab viewers’ attention,” Nogy explained.
But is there any return on investment? After Ben Affleck appeared as a Dunkin’ drive-thru worker in a Super Bowl commercial last year, the breakfast chain’s sales exploded. “They sold more donuts the next day than any other day in their history,” an individual close to the Dunkin’ Super Bowl campaign told CNN.
Tim Curtis, a partner in the brand partnerships division at the Hollywood talent agency- William Morris Agency says, “It can be as little as $25,000 for someone to do a cameo that’s not a megastar, but as high as $10 million. It depends on the brand and it depends on the stature of the celebrity.”
Senior Maddy Huber also takes an interest in ads. “Although I haven’t bought anything off a Super Bowl ad, I do find the commercials much more interesting because I like to see what my favorite celebrities are doing/partnering with,” Huber said.
Breaking down the numbers, including ad space and talent fees not forgetting production fees and social media expenses, brands can spend anywhere from $15 million and $50 million for a single commercial with $10 to $15 million spent solely on talent.
Many bigger stars are usually paid between $1-3 million for the Super Bowl, but there are always exceptions. In some extreme cases, stars can receive much more money while being on camera only for brief moments. In addition, most Super Bowl shoots last only one to two days, which leaves some viewers questioning whether or not celebrities deserve to be paid such large amounts of money.
Senior Will Dekezel appreciates the value of ads. “I think Super Bowl commercials add another level of entertainment other than the game. I believe it adds a fun and interesting element to the Super Bowl,” he said. With the number of viewers watching Super Bowl ads, it only makes sense that companies invest in the most innovative, entertaining and culturally relevant commercials.
