By: Tina Nasiri

Photo by Dave Adamson on Unsplash

In the advertising world, the Super Bowl is known as one of the biggest opportunities to gain media exposure. That’s why Ben Affleck was paid 10 million USD to appear in a 30-second Dunkin’ Super Bowl commercial in 2023. Although his Super Bowl paycheck was on the high-end, according to management executives working with CNN, brands usually spend at least $1 million to feature celebrities in their Super Bowl ads. It can range from 25,000 USD for a small celebrity to as much as 10 million USD. In addition, the ads are usually shot within a span of 1-2 days.  

Even so, celebrities are often selective with the commercials they take part in. For example, even though about 30 celebrities were in Super Bowl ads this year, over 70 offers were initially made, as stated by a WME agent. Many of these people accept offers for brands that are a good fit for them. They want to be part of an ad that would be a genuine fit for their brand because with such an extensive audience during the Super Bowl, it’s important that the commercial feels right and gains the approval of viewers. 

The reason companies invest in celebrities for advertising is to use their brand credibility. They are not only investing in their recognizable faces, but also all of the work that they have done over the course of their careers. 

Now, is spending millions of dollars for short Super Bowl ads worth it? Well, there’s a large audience watching – the 2023 Super Bowl attracted more than 115 million viewers. But, commercials during this year’s Super Bowl have gotten even more pricey than last year, ranging from 6.5-7 million USD for each 30-second spot. Not to mention the costs of production, crew members, and marketing. 

Work Cited

Wagmeister, Elizabeth. “Celebrities are paid a shocking amount for 30-second Super Bowl ads.” CTV News, 10 February 2024, https://www.ctvnews.ca/sports/celebrities-are-paid-a-shocking-amount-for-30-second-super-bowl-ads-1.6763559. Accessed 12 February 2024.