This year’s Super Bowl wasn’t just the the most watched Super Bowl ever with 123M views.

It’s also the first Super Bowl with a notable, new trend: 50% of the ads featured celebrities.

Why is this stat important?

👉 Because it reveals an escalating arms race in influencer marketing.

Last year, only 40% of ads featured celebrities.

Join us at Click Analytic as we delve into the rationale behind this new trend. 👇

The 2024 Super Bowl commercials, with the Kansas City Chiefs clinching victory in a thrilling overtime showdown, were as much a topic of conversation as the game itself. 

The buzz was about the football triumphs and how brands managed to capture the audience’s attention amidst an increasingly fragmented media landscape. 

With a 30-second ad slot costing nearly $7 million, the stakes were incredibly high, prompting brands to tap into the proven appeal of celebrities.

Recent studies shed light on the strategic deployment of celebrities in Super Bowl ads. 

👉 80% of consumers find ads with pop culture references most relevant, 

👉  76% affirm that celebrity-driven ads are the most discussed. 

👉  When combined with celebrity endorsements, 82% of respondents believe humour makes Super Bowl ads especially memorable. 

This potent mix of celebrities and humour does not merely entertain; it significantly impacts consumer behaviour, enhancing brand recall and engagement.

There’s a lot we can learn from this trend.

🎥 Uber Eats and the “Friends” Reunion:

This ad tapped into nostalgia, featuring David Schwimmer and Jennifer Aniston. 

The buzz generated by this reunion exemplifies how leveraging well-loved celebrities can create a moment that resonates with audiences across demographics.

🎥 Dunkin’ Donuts’ Star-Studded Ensemble:

Featuring Ben Affleck, Jennifer Lopez, and other celebrities, Dunkin’ Donuts’ ad illustrates the magnetic pull of combining multiple high-profile personalities, drawing attention to the brand and its message in an overcrowded advertising space.

🎥 Addison Rae and Nerds Candy:

Targeting the Gen Z demographic, this collaboration highlights the power of social media influencers in reaching younger audiences, demonstrating that the right influencer can amplify a brand’s message far beyond traditional advertising realms.

Here’s what we can learn from this year’s Super Bowl:

✅ Relevance over star power:

While celebrities can significantly boost an ad’s appeal, their connection to the brand and relevance to the target audience is crucial. The celebrity’s persona should align with the brand’s values and message.

✅ Engagement beyond the ad:

Successful campaigns leverage social media and other platforms to extend the conversation beyond the Super Bowl. Engaging content, behind-the-scenes footage, and interactive campaigns can sustain interest and deepen consumer engagement.

✅ Authenticity matters:

Consumers are increasingly savvy and value authenticity. Celebrity endorsements should feel genuine and not just a financial transaction. When a celebrity is genuinely interested or involved in the brand, it resonates more effectively with the audience.

✅ Innovative pairings:

Think beyond traditional celebrity endorsements. Collaborations with influencers, particularly those with a strong presence on platforms like TikTok or Instagram, can reach niche audiences more effectively.

✅ Measure and learn:

Analyse the impact of celebrity-driven campaigns on brand metrics such as awareness, sentiment, and sales. This data will inform future strategies and help refine the approach to influencer marketing.

As we think about the future of event advertising and the role of celebrities in it, it’s clear that influencer marketing will keep evolving. 

Marketers who stay ahead of the trends, understand the impact of celebrities and use it with creativity and authenticity will likely win not just attention but also the hearts and minds of consumers.

How do you stay ahead of the curve? You grab this free trial of our influencer marketing platform. Use it to find influencers and launch your first campaign.