XR Ad Delivery and Celebrity Payments data shows large ensemble casts and cameo-heavy creative is dominating the Big Game.
Super Bowl LX delivered a celebrity-packed advertising lineup for the ages, with brands leaning more than ever into large casts of recognizable celebrities and musicians.
Of the 66 in-game ads XR tracked:
- 39 ads featured celebrities, representing 59% of all spots, slightly down from previous years
- 102 total celebrity appearances, the most ever recorded and up 10% from 2025
- Actors captured the largest share of celebrity appearances at 52%
- Musicians significantly over-indexed at 18% of Super Bowl spots
- Athletes represented well with 24% share
With enormous pressure to make an immediate impression on Super Bowl audiences, brands continued combining more famous faces within a single cast.
Cameo-heavy lineups like Dunkin’ and Novartis, alongside musician-led ensembles such as T-Mobile’s Backstreet Boys spot, illustrate how Super Bowl LX rewarded concentrated star power designed for instant recognition in a single, high-stakes moment.
Check out all of the Super Bowl ads here on our shots showreel.
XR delivered more than 80 percent of the ads for Super Bowl LX and provided payroll services for many of the celebs in them. To learn more, click below.
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