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February 15, 2022 1 min read

Super Bowl LVI Celebrity Rankings

EDO scored every celebrity appearance in non-entertainment ad airings during Super Bowl LVI and ranked them based on the 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.

America loves Dolly

Dolly Parton (#1) drove the most search of any celebrity in an ad this year, driving 25.4x more engagement than the median performing in-game Super Bowl celebrity ad appearance. In a T-Mobile spot titled, “PSA.”, the opening seconds of the ad features Parton’s name on the screen, perhaps making it easy for viewers to identify and search for her.

Alexa Is a Mind Reader with Scarlett Johansson and Colin Jost

The former MCU Black Widow actress, Scarlett Johansson (#2), and her SNL veteran husband Colin Jost (#6) both earned significant engagement from Super Bowl fans as a result of the Amazon Alexa Mind Reader spot. Johansson drove 25.2x more engagement than the average celebrity ad, while Jost drove 4x more engagement.

This follows a trend from last year’s game where EDO found that famous couples featured in Super Bowl ads earned the most celebrity engagement (Gwen Stefani and Blake Shelton, as well as Mila Kunis and Ashton Kutcher).

 Peyton Makes Four Appearances

Among a slew of celebrity athletes, Peyton Manning was in high demand for Super Bowl LVI ads, taking #9 and #20. Manning appeared in ads for Caesars Sportsbook (performing 3.4x better than average) and Michelob Ultra (2.4x better performance).

The Top 10 Favors Familiar and Fun Faces

Morgan Freeman took the #3 spot thanks to a scenic spot from Turkish Airlines. Jim Carrey (#4) reprised his role as The Cable Guy for Verizon, while Lindsay Lohan (#7) hits the gym with Planet Fitness.

Seth Rogen (#8) appears alongside Paul Rudd (#23) before his wedding in Lay’s spot titled “Golden Moments.” Idris Elba (#10) for round out the top ten.