"At $8 million for a 30-second Super Bowl spot, celebrities are expected to maintain their monopoly on Big Game commercials this year, keeping influencers and creators in the wing for social and experiential campaigns. "It's just viewership demographics. You cast a really wide net of people watching it, and you want as many people as possible to recognize the person you're putting on the screen," said Jerry Hoak, chief creative officer at The Martin Agency."
"Some brands have taken a stab at influencer-led spots in the Super Bowl, including Poppi soda brand's 2025 in-game commercial featuring influencers Alix Earle and Jake Shane. There was also TikTok star Addison Rae who was the face of Nerds candy's 2024 spot. And while last year's IAB report predicted that the U.S. annual creator economy was set to reach $37.1 billion, that figure is set to increase to $43.9 billion this year."
A-list celebrities remain the primary talent in Super Bowl commercials because brands prioritize mass recognizability across a broad viewership and can afford $8 million 30-second spots. Agencies cite viewership demographics as the reason for casting widely known celebrities to maximize immediate recognition. Some brands are experimenting with influencer-led in-game spots and creator activations around the Big Game, and creator-driven activity during Super Bowl week is rising. The U.S. creator economy is growing rapidly, with industry estimates rising from $37.1 billion to $43.9 billion year over year, making creators valuable for social and experiential campaigns.
Read at Digiday
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