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February 12, 2024

Share of US Super Bowl Ads That Feature Celebrities, 2020-2023 (% of total)

Share of US Super Bowl Ads That Feature Celebrities, 2020-2023 (% of total)

Methodology

Data is from the February 2024 Kantar "2024 Super Bowl Creative Effectiveness Report." For the fourth year in a row, Kantar has evaluated Super Bowl ads using its Link AI, which predicts creative effectiveness that is validated to in-market results. The report includes national ads that ran during the Super Bowl and excludes CBS promotional ads, movie trailers, and local ads. On February 12, 2024, at 12am EST, Kantar measured 67 national ads to identify top performers, which are those that score in the top 30% in at least two out of the three metrics.

Featured In

Super Bowl LIX advertisers to go all-in on spectacle, with celebrity-packed and humor-driven campaignsDid the Super Bowl deliver on ratings, ads, and streaming?

Sources

Kantar

Chart Title

Share of US Super Bowl Ads That Feature Celebrities, 2020-2023 (% of total)

Publication Date

February 12, 2024

Sources

Kantar

Featured In

Super Bowl LIX advertisers to go all-in on spectacle, with celebrity-packed and humor-driven campaignsDid the Super Bowl deliver on ratings, ads, and streaming?
Topics
SportsUnited States