Super Bowl LIII Celebrity Rankings
February 4, 2019
EDO scored the impact of every celebrity appearing in non-entertainment ad airings within Super Bowl LIII, and ranked them based on incremental Search Engagement generated, EDO's proprietary ad performance metric. EDO also measured the Search Engagement for every brand that appeared in airings during the game.
Female empowerment ads scored big, as Toni Harris (female football player) proved to be the most searched person within any Super Bowl LIII ad in the Toyota RAV4 Hybrid spot (by a wide margin), and Serena Williams, in her ad for Bumble, drove very high Search Engagement as well.
Quirky works, as unusual ads from Burger King and Michelob Ultra Pure Gold drove very high Search Engagement for their stars, Andy Warhol (in a throw-back for Burger King) and Zoe Kravitz (using the power of ASMR) - with all three (counting ASMR as a "celeb" in its own right) finishing in the Top 5 of most searched celebrities in Super Bowl LIII.
People love "The Dude," as Jeff Bridges brought his legendary character back in an ad for Stella Artois and drove very high Search Engagement in the process.
#CelebrityCreative
Description
Search
Engagement
Index
Airing
Quarter
Air Time
(ET)
Duration
(seconds)
1Toni HarrisToni Harris, an inspiring woman who earned the first non-kicker college football scholarship, promoting the Toyota RAV4 Hybrid2285Q2 3-0 NE7:37 PM60
2Andy WarholAndy Warhol eats a Burger King burger, with #EatLikeAndy1961Q4 3-39:27 PM45
3ASMRZoe Kravitz's ASMR bottle opening for Michelob Ultra Pure Gold (NB: EDO decided to score ASMR as its own YouTube-fueled celebrity)763Q4 10-3 NE9:41 PM45
4Zoe KravitzZoe Kravitz's ASMR bottle opening for Michelob Ultra Pure Gold 394Q4 10-3 NE9:41 PM45
5Jeff BridgesJeff Bridges, as 'The Dude,' and Sarah Jessica Parker, as Carrie Bradshaw, order a Stella Artois371Q2 3-0 NE7:47 PM45
6Karlie KlossKarlie Kloss demos the ease of use of Wix.com in creating her own personal website334Q3 3-0 NE8:43 PM30
7Serena Williams#InHerCourt with Serena Williams309Q1 0-06:41 PM30
8Cardi BCardi B makes a big entrance as Steve Carell explains why Pepsi is 'more than okay,' with Lil Jon; Cardi B's "I Like It" plays301Q1 0-07:12 PM30
9Michael BubléMichael Bublé disputes the pronunciation of both his name and Bubly, then proceeds to vandalize cans of "Bubly" with his name, "Buble"258Q3 3-0 NE8:34 PM30
10The Backstreet BoysChance the Rapper and the Backstreet Boys team up to promote Flamin' Hot Doritos232Q1 0-06:52 PM30
11Anthony LynnAnthony Lynn, coach of the Los Angeles Chargers, speaks about his car accident, and applauds the work done by the first responders on his behalf, as Verizon touts being the most reliable network223Q3 3-0 NE8:48 PM60
12Sarah Jessica ParkerSarah Jessica Parker, as Carrie Bradshaw, and Jeff Bridges, as 'The Dude,' order a Stella Artois210Q2 3-0 NE7:47 PM45
13Chance The RapperChance the Rapper and the Backstreet Boys team up to promote Flamin' Hot Doritos197Q1 0-06:52 PM30
14Bo JacksonBo Jackson, the former 'Verizon Guy,' and two robots discuss ways to effectively promote Sprint's network145Q2 3-0 NE7:48 PM30
15Tony RomoTony Romo on making his life easy, by wearing Sketchers slip on shoes, with memory foam141Q3 3-39:05 PM15
16Harrison FordFord stars alongside a dog and other celebs, all shown demoing prototype Amazon Alexa products122Q4 9-3 NE9:33 PM90
172 Chainz2 Chainz stars in a music video ad with Adam Scott promoting Expensify104Q1 0-07:04 PM30
18Lil JonLil Jon pours himself a cup of Pepsi104Halftime 3-0 NE8:21 PM10
19Major TaylorHennessey talks about 'chasing a white rabbit,' featuring famed early 20th-century track cyclist Marshall "Major" Taylor104Q4 3-39:11 PM60
20Steve CarellSteve Carell explaining why Pepsi is 'more than okay', with Lil Jon and Cardi B; Cardi B's "I Like It" plays96Q1 0-07:12 PM30
21Luke WilsonLuke Wilson is a 'close talker' who benefits from using Colgate Total93Q3 3-0 NE8:55 PM30
22Jason BatemanJason Bateman plays a wise-cracking bellhop, who take a couple on a ride through various unpleasant activities on their way to a better Hyundai Shopper Assurance experience92Q1 0-06:47 PM60
23Christina ApplegateChristina Applegate channels frustrated parents everywhere as she tries to deal with rambunctious M&M's in the back seat of her car91Q1 0-06:40 PM30
24Charlie SheenMr. Peanut drives like 'a nut,' passing Charlie Sheen, to get to Alex Rodriguez in time to replace his kale chips with Planters nuts54Q2 3-0 NE7:38 PM30
25Property BrothersThe Property Brothers, Jonathan and Drew Scott, explain the benefits of having a home protected by ADT Home Security54Halftime 3-0 NE8:23 PM30
26Sarah Michelle GellarA masked intruder breaks into Sarah Michelle Gellar's home, and chases her and a friend, before they all admire her face's transformation using Olay products49Q1 0-06:52 PM30
27Alex RodriguezMr. Peanut drives like 'a nut,' passing Charlie Sheen, to get to Alex Rodriguez in time to replace his kale chips with Planters nuts44Q2 3-0 NE7:38 PM30
28Kristin ChenowethKristin Chenoweth judges a dog show, where humans compete for prizes, in the form of Avocados from Mexico35Q2 0-07:18 PM30
29Forest WhitakerForest Whitaker, Harrison Ford, and other celebs all shown demoing prototype Amazon Alexa products35Q4 9-3 NE9:33 PM90
30LudacrisLudacris guest stars in the spot about a man going through his day having everything he thinks of happen, finally showcasing the voice activated features of his Mercedes-Benz A-Class vehicle; Ludacris' "Stand Up" plays26Q2 3-0 NE7:32 PM60
31Tom HanksTom Hanks (voiceover) narrates Washington Post's first Super Bowl ad25Q4 10-3 NE9:53 PM60
32Lil JonLil Jon is behind the diner counter as Steve Carell explains why Pepsi is 'more than okay,' with Cardi B also starring22Q1 0-07:12 PM30
33Adam ScottAdam Scott appears as a record company accountant in 2 Chainz's music video promoting Expensify14Q1 0-07:04 PM30
34Free WillyFree Willy guest stars in the spot about a man going through his day having everything he thinks of happen, finally showcasing the voice activated features of his Mercedes-Benz A-Class vehicle8Q2 3-0 NE7:32 PM60
35Wile E. CoyoteThe cartoon stalwart appears as a man goes through his day having everything he thinks of happen, finally showcasing the voice activated features of his Mercedes-Benz A-Class vehicle5Q2 3-0 NE7:32 PM60
36Sylvia HoeksSylvia Hoeks stars in Ridley Scott's "The Journey" short film, showcasing her adventures with Turkish Airlines3Q1 0-06:48 PM30
37Ilana GlazerBroad City co-stars Ilana Glazer and Abbi Jacobson appear alongside other celebs demoing failed prototype Amazon Alexa products2Q4 9-3 NE9:33 PM90
38Abbi JacobsonBroad City co-stars Abbi Jacobson and Ilana Glazer appear alongside other celebs demoing failed prototype Amazon Alexa products1Q4 9-3 NE9:33 PM90
EDO measures the real time impact of television advertising by capturing minute-by-minute changes in searches and other online actions that immediately follow the ad airing.The impact of each ad within the Super Bowl was indexed to the median performing in-game Super Bowl spot (100), so that it is easy to see the relative performance.The data included in this ranker is preliminary, and is subject to slight adjustments based on EDO's final Super Bowl LIII analysis.
Top 10 Celebrities by Share of Search
Share of search is calculated by taking the total Search Engagement Index for each celebrity who appeared in non-entertainment ads that ran in Super Bowl LIII, and dividing it by the sum of the Search Engagement Index values for all celebrities within each product category.
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