The case for and against influencer-led Super Bowl ads

January 14, 2026

By Kimeko McCoy While creators have established themselves as essential marketing assets, A-list celebrities continue to dominate Super Bowl ads. At $8 million for a 30-second Super Bowl spot, celebrities are expected to maintain their monopoly on Big Game commercials this year, keeping influencers and creators in the wing for social and experiential campaigns.

Related Insights

The Creator Economy After early success, the NFL plans more creator-led broadcasts

Read More

“It’s just viewership demographics. You cast a really wide net of people watching it, and you want as many people as possible to recognize the person you’re putting on the screen,” said Jerry Hoak, chief creative officer at The Martin Agency. (Ritz, a client of The Martin Agency, will air a 30-second commercial during the third quarter of this year’s Super Bowl. The agency declined to share further details about the spot.)

Brands like Bud Light and Raisin Bran will feature celebrities in their Super Bowl ads this year.Continue reading this article on digiday.com. Sign up for Digiday newsletters to get the latest on media, marketing and the future of TV. …read more

Source:: Digiday