Musicians Show Up 60% More Often in Super Bowl Commercials as Year-Round Campaigns
When it comes to Super Bowl ads, talent decisions matter more than any other time of year for brands. And according to XR’s Ad Delivery and Celebrity Payments database, one category of celebrity shows up far more on the Big Game stage than anywhere else: musicians.
On Advertising’s Biggest Stage, Musicians Win
XR analysis comparing 12,000+ year-round talent payments to 400+ celebrity appearances in Super Bowl ads from 2020 to 2025 shows music celebrities appear at 1.6x their typical rate, making them significantly more visible on advertising’s biggest stage.
That spike is intentional. A Super Bowl ad buy delivers scale, fandom, and cultural impact all at once, and musicians bring all three. They register instantly on screen and pull their fan bases with them, cutting across ages and geographies. Unlike actors or athletes, whose relevance can hinge on roles, teams, or seasons, musicians offer broad recognition that translates immediately in a Super Bowl spot.
XR’s Super Bowl advertising data shows that as total celebrity spending in commercials has increased nearly 75% since 2020, musicians have consistently captured a disproportionate share of that growth.
Last year, brands like Bud Light, Mountain Dew, and Cheetos tapped musicians such as Post Malone, Seal, and Bad Bunny to deliver immediate recognition at massive scale. Early teasers for Super LX suggest the trend is continuing, with Lady Gaga for Rocket Mortgage and Benson Boone for Instacart already in play.
The Super Bowl Raises the Stakes for Talent
The economics make the case even clearer. With Super Bowl media, talent, and production costs at their highest, brands favor talent that delivers immediate recognition at scale. XR estimates show celebrity payments for Super Bowl ads are roughly five times higher than typical year-round deals.
As audiences fragment throughout the year and attention becomes harder to earn, the Super Bowl remains the clearest signal of how brands deploy talent when the stakes are highest. Increasingly, they turn to musicians in commercials not just to be seen, but to be remembered.
Contact Us to learn more about XR’s Super Bowl data, as well as XR Ad Delivery and Celebrity Payment solutions.
Who We Roll With
