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Super Bowl LIX’s Most Impactful Celebs

See which celebs topped our engagement charts.
1

Harrison Ford - Jeep - Freedom

13.2x as much engagement as the median-performing LIX celebrity who appeared in an ad.

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EDO ranks every Super Bowl ad, based on the ad-driven consumer engagement behaviors that are most predictive of future sales.

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The Celeb Trends of Super Bowl LIX

EDO highlights the big stories of Big Game, from the creative trends that won the evening to the celebrities that piqued consumer interest. 

See the Trends

Harrison Ford & Over-50 Celebs Lead EDO’s Super Bowl LIX Celebrity Ranker
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Super Bowl LIX ads were filled with celebrity appearances that made us laugh, smile, and feel. Harrison Ford generated greater consumer engagement than any other celebrity with his celebration of American individuality for Jeep — a performance that helped Jeep earn a place in the game’s top 10 most effective ads. Alongside Ford, celebs over the age of 50 took the top six spots on our list of the most engaging celebrity appearances, with strong performances from the likes of Willem Dafoe, Bill Belichick, and Morgan Freeman.

How we rank the celebrities: The incremental consumer engagement of each celebrity that appeared in a Super Bowl ad is indexed to the median-performing celebrity (scored at 100). Data in this report is preliminary and subject to slight adjustments based on EDO’s final Super Bowl analysis.
Rank
Celebrity
Engagement Index
Engagement Index (EI) measures the relative impact of each Super Bowl celeb appearance. EI is indexed so that the EI for the median-performing in-game Super Bowl celeb appearance is 100.
  1. Harrison Ford - Jeep - Freedom Harrison Ford encourages us to embrace freedom and chart our own path with Jeep's gas, hybrid, and electric autos.
    9:39 PM • Q4 • 6-40 PHL • 120s
    1324 EI
  2. Willem Dafoe - Michelob Ultra - The Ultra Hustle Michelob Ultra's pickleball ad stars Willem Dafoe, Catherine O’Hara, Sabrina Ionescu, Randy Moss, and Ryan Crouser.
    7:11 PM • Q1 • 0-7 PHL • 60s
    606 EI
  3. Bill Belichick - Dunkin' - The Bean Method Ben and Casey Affleck, Jeremy Strong, Bill Belichick, Druski, Kevin Smith, and Jason Mewes star in a Dunkin’ ad poking fun at rivals with fancier coffee products.
    6:47 PM • Q1 • 0-0 • 60s
    529 EI
  4. Morgan Freeman - Homes.com - Still Not Saying We're The Best Morgan Freeman, Dan Levy, and Heidi Gardner make the case that Homes.com is the best(.com). Taika Waititi directs.
    9:05 PM • Q3 • 0-24 PHL • 30s
    495 EI
  5. Matthew McConaughey - Salesforce - Dining Alfiasco Salesforce reunites True Detective co-stars Matthew McConaughey and Woody Harrelson to highlight its AI.
    9:29 PM • Q4 • 6-37 PHL • 30s
    424 EI
  6. Matthew McConaughey - Salesforce - Gate Expectations Matthew McConaughey wishes he had used Salesforce’s AI agent as he rushes to catch a flight. Woody Harrelson co-stars.
    8:53 PM • Q3 • 0-24 PHL • 30s
    420 EI
  7. Orlando Bloom - MSC Cruises - Holiday Drew Barrymore and Orlando Bloom enjoy all that MSC Cruises has to offer.
    6:54 PM • Q1 • 0-0 • 60s
    391 EI
  8. David Beckham - Stella Artois - David and Dave Stella Artois reunites David Beckham with his long-lost brother, “Other David,” played by Matt Damon.
    9:50 PM • Q4 • 14-40 PHL • 60s
    363 EI
  9. Seal - Mountain Dew - Kiss From A Lime Singer Seal turns into a singing seal for Mountain Dew Baja Blast. Directed by Taika Waititi and featuring Becky G.
    7:23 PM • Q1 • 0-7 PHL • 30s
    361 EI
  10. Matthew McConaughey - Uber Eats - A Century of Cravings Matthew McConaughey pitches Greta Gerwig a football conspiracy movie for Uber Eats — with cameos from Charli XCX, Martha Stewart, Kevin Bacon, and Sean Evans.
    7:29 PM • Q1 • 0-7 PHL • 60s
    356 EI
  11. Post Malone - Bud Light - Driveway Post Malone, Shane Gillis, and Peyton Manning save a neighbor's boring party with leaf blowers and Bud Light.
    9:10 PM • Q3 • 0-27 PHL • 60s
    353 EI
  12. Shaboozey - Nerds - Something Wonderful Shaboozey joins a New Orleans second line led by a giant Nerds Gummy Cluster and sings “What a Wonderful World.”
    8:55 PM • Q3 • 0-24 PHL • 30s
    345 EI
  13. Woody Harrelson - Salesforce - Dining Alfiasco Salesforce reunites True Detective co-stars Matthew McConaughey and Woody Harrelson to highlight its AI.
    9:29 PM • Q4 • 6-37 PHL • 30s
    343 EI
  14. Drew Barrymore - MSC Cruises - Holiday Drew Barrymore and Orlando Bloom enjoy all that MSC Cruises has to offer.
    6:54 PM • Q1 • 0-0 • 60s
    338 EI
  15. Meg Ryan - Hellmann's - When Sally Met Hellmann's Meg Ryan, Billy Crystal, and Sydney Sweeney star in a Hellmann’s ode to the When Harry Met Sally deli scene.
    8:00 PM • Q2 • 0-10 PHL • 30s
    294 EI
  16. Shane Gillis - Bud Light - Driveway Post Malone, Shane Gillis, and Peyton Manning save a neighbor's boring party with leaf blowers and Bud Light.
    9:10 PM • Q3 • 0-27 PHL • 60s
    239 EI
  17. Snoop Dogg - Foundation to Combat Antisemitism - Hate Tom Brady and Snoop Dogg urge viewers to “stand up to all hate” for The Foundation to Combat Antisemitism.
    7:25 PM • Q1 • 0-7 PHL • 15s
    225 EI
  18. Morgan Freeman - Homes.com - This Isn’t an Ad Dan Levy and Heidi Gardner return with Morgan Freeman in this humorous spot for Homes.com.
    7:03 PM • Q1 • 0-0 • 30s
    215 EI
  19. Walton Goggins - GoDaddy - Act Like You Know Walton Goggins dons multiple personas and uses GoDaddy’s AI-powered Airo software to build a small business website.
    10:10 PM • Q4 • 14-40 PHL • 30s
    207 EI
  20. Caitlin Clark - Nike - You Can't Win Nike features a who’s who of women’s sports stars in its Super Bowl return, including Caitlin Clark, Sha'Carri Richardson, Sabrina Ionescu, Jordan Chiles, and Sophia Wilson. Featuring a voiceover from Doechii and set to Led Zeppelin’s "Whole Lotta Love."
    8:08 PM • Q2 • 0-10 PHL • 60s
    201 EI
  21. Tom Brady - Foundation to Combat Antisemitism - Hate Tom Brady and Snoop Dogg urge viewers to “stand up to all hate” for The Foundation to Combat Antisemitism.
    8:54 PM • Q3 • 0-24 PHL • 15s
    197 EI
  22. Antonio Banderas - Bosch - #LikeABosch Antonio Banderas gets fired up using Bosch home appliances and power tools alongside a Randy Savage impersonator.
    10:09 PM • Q4 • 14-40 PHL • 30s
    179 EI
  23. Aubrey Plaza - Ritz Crackers - The Saltiest Aubrey Plaza, Michael Shannon, and Bad Bunny rendezvous at the Ritz Salty Club, where smiles are prohibited.
    7:20 PM • Q1 • 0-7 PHL • 30s
    176 EI
  24. Chris Hemsworth - Ray-Ban - Hey Meta Chris Pratt and Chris Hemsworth team up in a comedic ad for Ray-Ban and Meta’s AI-powered glasses.
    7:03 PM • Q1 • 0-0 • 30s
    175 EI
  25. Sydney Sweeney - Hellmann's - When Sally Met Hellmann's Meg Ryan, Billy Crystal, and Sydney Sweeney star in a Hellmann’s ode to the When Harry Met Sally deli scene.
    8:00 PM • Q2 • 0-10 PHL • 30s
    175 EI
  26. Eli Manning - FanDuel - Kicker Eli Manning celebrates his victory in the FanDuel Kick of Destiny 3. “Sorry Peyton, but the best Manning won.”
    7:25 PM • Q1 • 0-7 PHL • 30s
    173 EI
  27. Billy Crystal - Hellmann's - When Sally Met Hellmann's Meg Ryan, Billy Crystal, and Sydney Sweeney star in a Hellmann’s ode to the When Harry Met Sally deli scene.
    8:00 PM • Q2 • 0-10 PHL • 30s
    168 EI
  28. Issa Rae - Intuit TurboTax - Now Taxes Is So Sweet Issa Rae touts the benefits of doing your taxes with an Intuit TurboTax expert instead of drowning in paper forms.
    7:30 PM • Q1 • 0-7 PHL • 45s
    168 EI
  29. Snoop Dogg - Foundation to Combat Antisemitism - Hate Tom Brady and Snoop Dogg urge viewers to “stand up to all hate” for The Foundation to Combat Antisemitism.
    8:54 PM • Q3 • 0-24 PHL • 15s
    158 EI
  30. Woody Harrelson - Salesforce - Meant To Be Matthew McConaughey wishes he had used Salesforce’s AI agent as he rushes to catch a flight. Woody Harrelson co-stars.
    8:53 PM • Q3 • 0-24 PHL • 30s
    155 EI
  31. Matt Damon - Stella Artois - David and Dave Stella Artois reunites David Beckham with his long-lost brother, “Other David,” played by Matt Damon.
    9:50 PM • Q4 • 14-40 PHL • 60s
    154 EI
  32. Peyton Manning - FanDuel - Kicker Eli Manning celebrates his victory in the FanDuel Kick of Destiny 3. “Sorry Peyton, but the best Manning won.”
    7:25 PM • Q1 • 0-7 PHL • 30s
    147 EI
  33. Barry Keoghan - SquareSpace - A Tale as Old as Websites Barry Keoghan rides through ye olde Irish countryside, tossing laptops to confused would-be Squarespace customers.
    7:21 PM • Q1 • 0-7 PHL • 30s
    140 EI
  34. Tom Brady - Duracell - Brady Reboost Tom Brady runs out of power during a broadcast but gets help from the Duracell Scientist, featuring Kevin Burkhardt.
    7:46 PM • Q2 • 0-10 PHL • 30s
    140 EI
  35. Vin Diesel - Haagen-Dazs - Not so Fast, Not so Furious Fast & Furious stars Vin Diesel and Michelle Rodriguez slow down with a Häagen-Dazs bar — plus a Ludacris cameo.
    9:09 PM • Q3 • 0-27 PHL • 30s
    136 EI
  36. Wanda Sykes - Novartis - What Matters Most Wanda Sykes, Hailee Steinfeld, Novartis, and the American Cancer Society come together to share an important message about breast cancer awareness.
    8:10 PM • Q2 • 0-10 PHL • 60s
    132 EI
  37. Ben Affleck - Dunkin' - The Bean Method Ben and Casey Affleck, Jeremy Strong, Bill Belichick, Druski, Kevin Smith, and Jason Mewes star in a Dunkin’ ad poking fun at rivals with fancier coffee products.
    6:47 PM • Q1 • 0-0 • 60s
    130 EI
  38. Glen Powell - RAM - Drive Your Own Story Glen Powell takes a turn as Goldilocks in an ad touting a trio of Ram Trucks that are “just right.”
    7:59 PM • Q2 • 0-10 PHL • 60s
    122 EI
  39. Peyton Manning - Bud Light - Driveway Post Malone, Shane Gillis, and Peyton Manning save a neighbor's boring party with leaf blowers and Bud Light.
    9:10 PM • Q3 • 0-27 PHL • 60s
    119 EI
  40. Adam DeVine - Cirkul - You Got Cirkul Adam Devine’s AI assistant accidentally orders 100,000 Cirkul water bottles — and viewers can win one in a contest.
    7:11 PM • Q1 • 0-7 PHL • 30s
    107 EI
  41. Bad Bunny - Ritz Crackers - The Saltiest Aubrey Plaza, Michael Shannon, and Bad Bunny rendezvous at the Ritz Salty Club, where smiles are prohibited.
    7:20 PM • Q1 • 0-7 PHL • 30s
    104 EI
  42. Michael Shannon - Ritz Crackers - The Saltiest Aubrey Plaza, Michael Shannon, and Bad Bunny rendezvous at the Ritz Salty Club, where smiles are prohibited.
    7:20 PM • Q1 • 0-7 PHL • 30s
    96 EI
  43. Greta Gerwig - Uber Eats - A Century of Cravings Matthew McConaughey pitches Greta Gerwig a football conspiracy movie for Uber Eats — with cameos from Charli XCX, Martha Stewart, Kevin Bacon, and Sean Evans.
    7:29 PM • Q1 • 0-7 PHL • 60s
    81 EI
  44. James Harden - Pringles - The Call of The Mustaches Adam Brody runs out of Pringles. Nick Offerman, James Harden, and Andy Reid's mustaches race to the rescue.
    8:01 PM • Q2 • 0-10 PHL • 30s
    80 EI
  45. Chris Pratt - Ray-Ban - Hey Meta Chris Pratt and Chris Hemsworth team up in a comedic ad for Ray-Ban and Meta’s AI-powered glasses.
    7:03 PM • Q1 • 0-0 • 30s
    73 EI
  46. Pete Davidson - HexClad - Alien Pete Davidson stars as an alien alongside celebrity chef Gordon Ramsay in HexClad cookware’s Super Bowl debut.
    7:46 PM • Q2 • 0-10 PHL • 30s
    66 EI
  47. LeBron James - Taco Bell - The Grande Escape Taco Bell is for the fans (sorry, Doja Cat and LeBron James).
    9:06 PM • Q3 • 0-24 PHL • 30s
    65 EI
  48. Hailee Steinfeld - Novartis - What Matters Most Wanda Sykes, Hailee Steinfeld, Novartis, and the American Cancer Society come together to share an important message about breast cancer awareness.
    8:10 PM • Q2 • 0-10 PHL • 60s
    62 EI
  49. Jeremy Strong - Dunkin' - The Bean Method Ben and Casey Affleck, Jeremy Strong, Bill Belichick, Druski, Kevin Smith, and Jason Mewes star in a Dunkin’ ad poking fun at rivals with fancier coffee products.
    6:47 PM • Q1 • 0-0 • 60s
    61 EI
  50. Chris Pratt - Ray-Ban - Hey Meta, Who Eats Art? Chris Pratt, Chris Hemsworth, and Kris Jenner team up in a comedic ad for Ray-Ban and Meta’s AI-powered glasses.
    8:54 PM • Q3 • 0-24 PHL • 30s
    55 EI
  51. Catherine O'Hara - Michelob Ultra - The Ultra Hustle Michelob Ultra's pickleball ad stars Willem Dafoe, Catherine O’Hara, Sabrina Ionescu, Randy Moss, and Ryan Crouser.
    7:11 PM • Q1 • 0-7 PHL • 60s
    53 EI
  52. Gordon Ramsay - HexClad - Alien Pete Davidson stars as an alien alongside celebrity chef Gordon Ramsay in HexClad cookware’s Super Bowl debut.
    7:46 PM • Q2 • 0-10 PHL • 30s
    52 EI
  53. Adam Brody - Pringles - The Call of The Mustaches Adam Brody runs out of Pringles. Nick Offerman, James Harden, and Andy Reid's mustaches race to the rescue.
    8:01 PM • Q2 • 0-10 PHL • 30s
    52 EI
  54. Kris Jenner - Ray-Ban - Hey Meta, Who Eats Art? Chris Pratt, Chris Hemsworth, and Kris Jenner team up in a comedic ad for Ray-Ban and Meta’s AI-powered glasses.
    8:54 PM • Q3 • 0-24 PHL • 30s
    51 EI
  55. Tim Robinson - Totino's - Chazmo Finally Detroiters' Sam Richardson and Tim Robinson witness the untimely death of Chazmo, an alien who loves Totino’s Pizza Rolls.
    10:09 PM • Q4 • 14-40 PHL • 30s
    49 EI
  56. Doja Cat - Taco Bell - The Grande Escape Taco Bell is for the fans (sorry, Doja Cat and LeBron James).
    9:06 PM • Q3 • 0-24 PHL • 30s
    48 EI
  57. Alix Earle - Poppi - Soda Thoughts Poppi makes its pitch to soda drinkers who don’t want a heavy, sugary, or overly caffeinated beverage. Featuring Jake Shane, Alix Earle, and Rob Rausch.
    9:17 PM • Q3 • 0-27 PHL • 60s
    43 EI
  58. Chris Hemsworth - Ray-Ban - Hey Meta, Who Eats Art? Chris Pratt, Chris Hemsworth, and Kris Jenner team up in a comedic ad for Ray-Ban and Meta’s AI-powered glasses.
    8:54 PM • Q3 • 0-24 PHL • 30s
    39 EI
  59. Peyton Manning - Uber Eats - A Century of Cravings Matthew McConaughey pitches Greta Gerwig a football conspiracy movie for Uber Eats — with cameos from Charli XCX, Martha Stewart, Kevin Bacon, and Sean Evans.
    7:29 PM • Q1 • 0-7 PHL • 60s
    39 EI
  60. Martha Stewart - Uber Eats - A Century of Cravings Matthew McConaughey pitches Greta Gerwig a football conspiracy movie for Uber Eats — with cameos from Charli XCX, Martha Stewart, Kevin Bacon, and Sean Evans.
    7:29 PM • Q1 • 0-7 PHL • 60s
    37 EI
  61. Casey Affleck - Dunkin' - The Bean Method Ben and Casey Affleck, Jeremy Strong, Bill Belichick, Druski, Kevin Smith, and Jason Mewes star in a Dunkin’ ad poking fun at rivals with fancier coffee products.
    6:47 PM • Q1 • 0-0 • 60s
    35 EI
  62. Tom Brady - Foundation to Combat Antisemitism - Hate Tom Brady and Snoop Dogg urge viewers to “stand up to all hate” for The Foundation to Combat Antisemitism.
    7:25 PM • Q1 • 0-7 PHL • 15s
    33 EI
  63. Ludacris - Haagen-Dazs - Not so Fast, Not so Furious, Fast & Furious stars Vin Diesel and Michelle Rodriguez slow down with a Häagen-Dazs bar — plus a Ludacris cameo.
    9:09 PM • Q3 • 0-27 PHL • 30s
    29 EI
  64. Eugene Levy - Little Caesars - Whoa! One bite of Little Caesars' Crazy Puffs pizza pockets causes Eugene Levy's famously bushy eyebrows to take flight.
    6:55 PM • Q1 • 0-0 • 30s
    29 EI
  65. Kevin Bacon - Uber Eats - A Century of Cravings Matthew McConaughey pitches Greta Gerwig a football conspiracy movie for Uber Eats — with cameos from Charli XCX, Martha Stewart, Kevin Bacon, and Sean Evans.
    7:29 PM • Q1 • 0-7 PHL • 60s
    27 EI
  66. Randy Moss - Michelob Ultra - The Ultra Hustle Michelob Ultra's pickleball ad stars Willem Dafoe, Catherine O’Hara, Sabrina Ionescu, Randy Moss, and Ryan Crouser.
    7:11 PM • Q1 • 0-7 PHL • 60s
    23 EI
  67. Charli XCX - Uber Eats - A Century of Cravings Matthew McConaughey pitches Greta Gerwig a football conspiracy movie for Uber Eats — with cameos from Charli XCX, Martha Stewart, Kevin Bacon, and Sean Evans.
    7:29 PM • Q1 • 0-7 PHL • 60s
    21 EI
  68. Becky G - Mountain Dew - Kiss From A Lime Singer Seal turns into a singing seal for Mountain Dew Baja Blast. Directed by Taika Waititi and featuring Becky G.
    7:23 PM • Q1 • 0-7 PHL • 30s
    20 EI
  69. Adam DeVine - Cirkul - You Got Cirkul Lucky Americans benefit from Adam Devine's mistake of ordering 100,000 Cirkul water bottles.
    10:24 PM • Post-Game • 22-40 PHL • 30s
    19 EI
  70. Jake Shane - Poppi - Soda Thoughts Poppi makes its pitch to soda drinkers who don’t want a heavy, sugary, or overly caffeinated beverage. Featuring Jake Shane, Alix Earle, and Rob Rausch.
    9:17 PM • Q3 • 0-27 PHL • 60s
    15 EI
  71. Dan Levy - Homes.com - This Isn’t an Ad Dan Levy and Heidi Gardner return with Morgan Freeman in this humorous spot for Homes.com.
    7:03 PM • Q1 • 0-0 • 30s
    14 EI
  72. Sabrina Ionescu - Nike - You Can't Win Nike features a who’s who of women’s sports stars in its Super Bowl return, including Caitlin Clark, Sha'Carri Richardson, Sabrina Ionescu, Jordan Chiles, and Sophia Wilson. Featuring a voiceover from Doechii and set to Led Zeppelin’s "Whole Lotta Love."
    8:08 PM • Q2 • 0-10 PHL • 60s
    12 EI
  73. Heidi Gardner - Homes.com - Still Not Saying We're The Best Morgan Freeman, Dan Levy, and Heidi Gardner make the case that Homes.com is the best(.com). Taika Waititi directs.
    9:05 PM • Q3 • 0-24 PHL • 30s
    12 EI
  74. Dan Levy - Homes.com - Still Not Saying We're The Best Morgan Freeman, Dan Levy, and Heidi Gardner make the case that Homes.com is the best(.com). Taika Waititi directs.
    9:05 PM • Q3 • 0-24 PHL • 30s
    8 EI
  75. Kieran Culkin - NerdWallet - Genius Beluga Kieran Culkin voices a Beluga whale who rescues a tour boat passenger’s phone and advises him to use NerdWallet.
    9:09 PM • Q3 • 0-27 PHL • 30s
    6 EI
  76. Sam Richardson - Totino's - Chazmo Finally Detroiters' Sam Richardson and Tim Robinson witness the untimely death of Chazmo, an alien who loves Totino’s Pizza Rolls.
    10:09 PM • Q4 • 14-40 PHL • 30s
    6 EI
  77. A'ja Wilson - Nike - You Can't Win Nike features a who’s who of women’s sports stars in its Super Bowl return, including Caitlin Clark, Sha'Carri Richardson, Sabrina Ionescu, Jordan Chiles, and Sophia Wilson. Featuring a voiceover from Doechii and set to Led Zeppelin’s "Whole Lotta Love."
    8:08 PM • Q2 • 0-10 PHL • 60s
    5 EI
  78. Rob Rausch - Poppi - Soda Thoughts Poppi makes its pitch to soda drinkers who don’t want a heavy, sugary, or overly caffeinated beverage. Featuring Jake Shane, Alix Earle, and Rob Rausch.
    9:17 PM • Q3 • 0-27 PHL • 60s
    5 EI
  79. Sabrina Ionescu - Michelob Ultra - The Ultra Hustle Michelob Ultra's pickleball ad stars Willem Dafoe, Catherine O’Hara, Sabrina Ionescu, Randy Moss, and Ryan Crouser.
    7:11 PM • Q1 • 0-7 PHL • 60s
    5 EI
  80. Heidi Gardner - Homes.com - This Isn’t an Ad Dan Levy and Heidi Gardner return with Morgan Freeman in this humorous spot for Homes.com.
    7:03 PM • Q1 • 0-0 • 30s
    4 EI
  81. Sarah Levy - Little Caesars - Whoa! One bite of Little Caesars' Crazy Puffs pizza pockets causes Eugene Levy's famously bushy eyebrows to take flight.
    6:55 PM • Q1 • 0-0 • 30s
    3 EI
  82. Shania Twain - Coffee-Mate - Tongue Party Coffee Mate makes its Big Game debut with a surreal spot for its Cold Foam creamer — and a song from Shania Twain.
    7:51 PM • Q2 • 0-10 PHL • 30s
    1 EI
  83. Nate Bargatze - DoorDash - DashPash Math Comedian Nate Bargatze spends lavishly with the savings he earns from DoorDash’s DashPass membership.
    8:53 PM • Q3 • 0-24 PHL • 30s
    0 EI
Trneds

4 Key Trends of Super Bowl LIX

Super Bowl LIX Celebs: 4 Key Trends

Here are the four key trends that defined Super Bowl LIX celebrity appearances:

Top Celeb Ads Drive Engagement for Themselves AND Brand Partners

The real Super Bowl winners were the celebrities who generated powerful consumer engagement for both their brands and the brand advertisers they partnered with. Harrison Ford topped our celebrity list while taking Jeep to the top 10 of our Super Bowl ad ranker, Willem Dafoe was our No. 2 ranked celeb while helping Michelob Ultra take the No. 12 spot, and Post Malone ranked 11th while helping Bud Light chart in the top 20 Big Game ads.

Over-50 Celebs Drive Strong Engagement

Celebrities over the age of 50 took the top six spots on our celebrity ranker, a testament to the credibility and affinity they’ve built over the course of their careers. This trend was primarily reserved for top-performing film stars like Harrison Ford, Willem Dafoe, and Morgan Freeman, whereas figures from the sports and music worlds tended to be younger. 

Double-Duty Stars Thrive Across Multiple Brand Ads — Especially McConaughey

The True Detective star scored the fifth, sixth, and 10th spots in our celebrity ranker across two spots for Salesforce and one for Uber Eats. Other multi-brand celebrities include Martha Stewart (Skechers and Uber Eats) and Sabrina Ionescu (Nike and Michelob Ultra).

Athletes Abound — with Caitlin Clark Topping the Active List

Most athletes featured in ads were mostly retired like Tom Brady and Peyton Manning — perhaps because Super Bowl brands strive to engage sports-lite viewers. But as an active athlete, Indiana Fever superstar Caitlin Clark stood out. Her appearance for Nike ad generated twice as much TV-driven engagement as the average Super Bowl celebrity. Other active athletes who followed Clark in our ranking were NBA players James Harden (Pringles), LeBron James (Taco Bell), and Sabrina Ionescu (Nike).

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