LAS VEGAS, February 9, 2026
Super Bowl Ads Took a Step Back From Celebrity Mania—But Stars Still Shined
Despite predictions of an all-out celebrity takeover, Super Bowl 60 saw a slight dip in the number of ads featuring famous faces, though the total number of celebrity appearances actually increased.
- Super Bowl 60 featured celebrities in 62% of ads, down from 68% last year.
- The number of individual celebrity appearances *increased* to 103 across 66 ads.
- Brands like Dunkin’, Grubhub, and Uber Eats leaned heavily into star power.
- Celebrity endorsements extend a brand’s reach far beyond the 30- or 60-second spot.
The Super Bowl is synonymous with spectacle, and for advertisers, that often means shelling out big bucks for A-list talent. This year was no exception, with Dunkin’ enlisting Ben Affleck, Jason Alexander, and Jennifer Aniston for a ‘90s sitcom-style ad, while George Clooney tackled the complexities of food-delivery fees for Grubhub and Uber Eats brought back Matthew McConaughey. Even Kendall Jenner graced the screen, promoting a sports betting platform, and Doechii showcased her style in a Levi’s commercial.
What’s driving the celebrity trend in Super Bowl advertising? The increasing difficulty of cutting through the noise during the big game has made celebrities a proven formula for creating memorable and effective ads.
However, data from TV measurement firm iSpot revealed a slight shift in strategy. While celebrity endorsements remain popular, only 62% of ads during Super Bowl 60 featured a famous face, a decrease from 68% the previous year. iSpot had initially predicted that 70% of ads would include celebrities.
Interestingly, even with fewer ads *featuring* celebrities, the *total* number of celebrity appearances rose. TV adtech firm Extreme Reach found 103 celebrity appearances in 66 ads, with 39 ads boasting more than one star. Brands like Instacart, Ritz, and Xfinity also utilized multiple celebrities in their campaigns.
The appeal extends beyond the initial broadcast. “When a brand adds a celebrity to a campaign, they have the opportunity to reach audiences far beyond the TV spot,” explained Jessie Mash, partner and chief business officer at SonderCo, a brand and talent partnerships agency. “The commercial often extends into earned media opportunities, social amplification, and cultural conversation.”
Paying for top-tier talent—on top of the already hefty $8 million price tag for a 30-second Super Bowl ad—has become standard practice for brands aiming to make a lasting impression. The investment isn’t just about the game; it’s about extending the campaign’s lifespan and maximizing its impact.
