February 2, 2020
Celebrity rankers are fun, but they’re also serious business. EDO’s data can help you quantify the impact of a celebrity in your or others’ advertising and inform your next big investment decisions.
Ad Rankings
EDO scored every celebrity appearance in non-entertainment ad airings within Super Bowl LIV and ranked them based on the incremental Search Engagement each celebrity name generated. Search Engagement is EDO’s proprietary measure of the increase in online search activity driven by a TV ad in the minutes immediately following the ad airing. EDO also measured the Search Engagement for every brand that aired an ad during the game.
At A Glance
Jason Momoa (#1) won the game as he relaxed at home with Lisa Bonet (#18) in an ad for Rocket Mortgage by Quicken Loans. Momoa drove almost 34x the Search Engagement of the median Super Bowl LIV celebrity appearance.
Although Microsoft’s ad did not drive much Search Engagement for the brand, the focus on Katie Sowers (#2) interested viewers as she made history as the first female and openly LGBTQ+ coach in a Super Bowl game. Sowers generated over 27x the Search Engagement of the median Super Bowl LIV celebrity appearance in a win for female empowerment.
Featuring the NFL’s Josh Jacobs (#4) and his story was an inspired move for Kia, as both Jacobs’ appearance and separately the Kia spot each ranked in their respective top 10 lists for driving Search Engagement. (Oh, and some guy who apparently plans to play again in New England rounded out the NFL’s strong showing at #3.)
In another win for a year of diverse Super Bowl ads, the top 10 celebrity appearances by Search Engagement also featured three celebrities who identify as LGBTQ+: Katie Sowers (#2), Lil Nas X (#7), & Ellen DeGeneres (#10).