When it comes to the celebrities in Super Bowl commercials, you gotta catch ’em all. Lady Gaga serenaded millions alongside the Pokémon Jigglypuff, Matthew McConaughey was in a food conspiracy debate with Bradley Cooper, and Ben Affleck starred in an AI-driven Dunkin’ fever dream.
But with brands spending between $7 million and $10 million for Super Bowl spots, how much did they pony up to make sure a famous face was hawking their Dunkaccinos? Well, yesterday’s price certainly isn’t today’s.
ADWEEK reached out to four industry insiders to learn how much celebrities are making in this year’s Big Game.
The first thing to remember is that all talent contracts are different, and there are several factors to consider, including mandated riders, crew, stylists, wardrobe, and trailers. With that being said, according to a creative agency executive speaking on the condition of anonymity, A-list celebrities could typically make between $3 million and $5 million for a Super Bowl commercial. Two other creative agency execs said some A-list talent could earn as much as $10 million, depending on factors such as scripts, scale, and scope.
However, as media costs have risen, talent fees have declined.
With “only a handful of exceptions,” an expert at a major talent agency noted that nearly all talent was being compensated under $5 million this year, with the majority in the $1 million to $3 million range.
Brands are also using other strategies to improve the bottom line, especially given the record-breaking ad costs.
According to The Hollywood Reporter, some of this year’s ads utilized smaller cameo roles, which require only hours or a day on set. Those roles could come with fees in the “five- or six-figure range.” In some cases, THR reported that A-listers could make low seven figures.
Meanwhile, the story for major directors is more nuanced, according to two creative executives. Factors include the number of days, the scope, and whether they get a percentage of the production studio markup. Plus, A-list directors could receive an added percentage from their level of involvement in the production, including post-production.
