Celebrity rankers are fun, but they’re also serious business. EDO’s data can help you quantify the impact of a celebrity and inform your next big investment.
EDO ranked every celebrity appearance in non-entertainment Super Bowl LV ads based on the Search Engagement each generated. Search Engagement is EDO’s proprietary measure of the increase in online search activity for a brand, product, or celebrity in the minutes immediately following a TV ad airing.
Love is in the air! Two couples stole the hearts of viewers and the top four spots in our ranking of Super Bowl LV celebrity ad appearances this year. Fiancés Gwen Stefani (#1) and Blake Shelton (#2) won the game after fellow Voice judge Adam Levine set them up in a humorous ad from T-Mobile.
And in an impressive showing for Cheetos, all three celebrities featured in the ad including couple Ashton Kutcher (#3) and Mila Kunis (#4), plus singer Shaggy (#7), ranked in the top 10 most engaging celebrity appearances of Super Bowl LV ads.
Nick Jonas’ (#8) partnership with Dexcom paid off for the brand as Dexcom’s ad also won our Super Bowl Ad Ranking. Jonas drove over 10x the search of the median Super Bowl LV celebrity appearance. Similarly, the powerful ad from Jeep featuring Bruce Springsteen (#6) was a strong move for the brand as Springsteen’s appearance and the Jeep spot each ranked in their respective top 10 lists for driving Search Engagement.
Of note: Super Bowl advertisers were feeling the groove this year as singers made up seven of the top 10 celebrity ad appearances for a variety of brands, including Stefani (#1) and Shelton (#2) for T-Mobile, John Travolta (#5) for Scotts & Miracle-Gro, Bruce Springsteen (#6) for Jeep, Shaggy (#7) for Cheetos, Jonas (#8) for Dexcom, and Cardi B (#10) for Uber Eats.
Another slightly more feathered singer was also a hit as Big Bird became one of the best-ranking character appearance in this year’s Super Bowl ads, coming in 34th overall as part of Sesame Workshop’s partnership with DoorDash to promote ordering local.
EDO also measured the Search Engagement for every brand that aired an ad during the game.