Matthew McConaughey and other celebs were in Super Bowl commercials all night, all night, all night.
ADWEEK previously reported that 62% of Super Bowl ads had celebrities in them, and those stars were making millions—though perhaps not quite as many millions as in past Big Games.
But with all the money going to star power, which stars paid off the most for brands?
Data and measurement company EDO has calculated the incremental consumer engagement of each celeb who appeared in a Super Bowl ad, seeing how much more searched and engaging they were than the average.
Notably, this is for ads only, so halftime performers were ranked separately. EDO said Bad Bunny was “right up there” with the incremental engagement levels of performers from the past five Super Bowls, and it “wasn’t even close” when compared to TPUSA’s counterprogramming with Kid Rock, who had “a fraction of the incremental engagement that Bad Bunny generated.”
According to EDO, when looking at the ads, digital creator and entrepreneur MrBeast ultimately topped the list, having more than double the engangement of the No. 2 star on the list, Brad Pitt.
“Perhaps most notably, social influencers and creators were frankly underrepresented,” EDO CEO Kevin Krim said. “As someone who’s professionally studied Super Bowl ads for over a decade now, I was struck that the remainder of the top rankings was a familiar mix of mainstream celebrities from film, music, and sports. The influencer and creator generation have not broken through to Super Bowl-level prominence yet.”
See a closer look at EDO’s Top 10 Most Engaging Celebrities below:
1. MrBeast, Salesforce (Engagement Index: 3,733)
MrBeast teamed up with Salesforce on a 30-second spot, “The Vault,” which kicks off a game of puzzles culminating in a million-dollar prize. The ad performed despite airing in the fourth quarter of a largely uneventful Super Bowl.
