How much celebrities are paid for 30-second Super Bowl ads?
The Super Bowl isn’t just the largest sports event annually; it’s also the priciest chance for advertising. Companies shell out millions for a precious 30-second slot during the game, aiming to connect with a huge and enthusiastic audience. But what about the celebrities who appear in these commercials? How much do they get paid for their brief appearances? And why are brands willing to shell out such staggering amounts for star power?
The answer, as it turns out, is a lot. According to sources, some A-list stars have received jaw-dropping paychecks for their endorsements. They have graced the Super Bowl screens in recent years. For example, Ben Affleck appeared as a Dunkin’ drive-thru worker in a 2023 Super Bowl ad. He was paid close to $10 million for the gig. Larry David starred in a 2022 Super Bowl ad for FTX, a now-defunct cryptocurrency company. He also received $10 million for his participation.
These are not typical talent deals, however. Both Affleck and David had creative input and production involvement in their respective ads. Both secured sizable donations to their preferred charities as part of the deal. Moreover, both actors are known for being selective and sparing with their US endorsement deals. This adds to their appeal and value for brands.
But why are brands willing to pay such astronomical sums for celebrities in the first place? The main reason is the immense brand recognition and credibility that A-list stars bring to their advertisements. By associating themselves with popular and respected celebrities, brands can boost their image, awareness, and sales among consumers. This is especially true for the Super Bowl, which attracts over 100 million viewers every year, many of whom tune in just for the commercials.
Another reason is the trend of multiple celebrities appearing in single ads. It showcases the increasing investment in star power for these coveted spots. In recent years, some of the most memorable and successful Super Bowl ads have featured a plethora of famous faces. For example, the 2021 Doritos ad had Matthew McConaughey, Jimmy Kimmel, and Mindy Kaling. Also, the 2020 Walmart ad had Bill Murray, Chris Evans, and Scarlett Johansson. The goal of these ads is to generate excitement and spread widely by using humor, memories, and famous faces.
Of course, hiring celebrities for Super Bowl ads is not cheap. Aside from the talent fees, brands also have to factor in production expenses. The cost of these expenses can change based on how complicated and good the ad is. Talent fees can range from $1 million to $10 million per star. Additionally, brands have to pay a hefty price to air their ads during the game, which can cost up to $6 million for a 30-second spot, according to AdAge.
All in all, celebrities are paid a shocking amount for 30-second Super Bowl ads, but brands are willing to pay the price for the potential benefits. The Super Bowl remains the most-watched and most-talked-about event of the year. As long as this stays true, celebrities and brands will keep making money from this profitable chance.
