Jerry Hawk, chief creative officer at the Martin Agency, said: “This is just an audience statistic. We have a very broad audience and we want as many people as possible to recognize the people we’re putting on screen.” (Martin Agency client Ritz plans to 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 are planning to use celebrities in their Super Bowl ads this year.

Some brands are venturing into influencer-driven spots at the Super Bowl, such as the Poppi Soda brand’s 2025 in-game commercial featuring influencers Alix Earle and Jake Shane. There was also TikTok star Addison Rae, who was the face of Nerds Candy’s 2024 spot.

Last year’s IAB report also predicted that the annual U.S. creator economy would reach $37.1 billion, but this year that number is expected to increase to $43.9 billion.

Last year, 148 brands activated creators during Super Bowl week, up from 103 in 2024, according to CreatorIQ. That means there could be influencer- and creator-driven Super Bowl spots.

Here are the pros and cons of using creators and influencers in Super Bowl ads.

Examples of creator/influencer-led Super Bowl slots

Let’s start with the obvious costs. One of the reasons the creator economy and influencer marketing are attractive to marketers is cost efficiency. According to The Hollywood Reporter, salaries for stars in last year’s Super Bowl ads ranged from $3 million to $5 million. By comparison, the average TikTok mega-influencer (those with more than 1 million followers) pays about $2,500 or more per post, according to Shopify data.

There is also a halo effect brought about by creators and influencers. It’s likely to be a broadcast spot featuring the likes of Lisa Beasley, known on social media as Corporate Erin, and podcaster and comedian Caleb Herron, which is likely to generate an inherent social media buzz, experts say. Alex Rawitz, Director of Research and Insights at CreatorIQ, told Digiday in an email.

That’s why brands are increasingly incorporating social media stars into their Super Bowl advertising strategies.

“This is a Super Bowl campaign in and of itself,” said Garrett Smith, a recommending agent at United Talent Agency (UTA). “It’s just building towards a big singular moment that was a spot in the game.”

Content from influencers and creators can be replicated on outdoor billboards, streaming ads, and other channels, as well as celebrities.

When it comes to audiences, experts say influencers and creators have increased trust in Gen Z shoppers. For a Gen Z-focused brand, a spot featuring comic artist, model, and creator Quenlyn Blackwell, known online as Quen, might be a better bet than actor Nicolas Cage.

“There are consumers around the world who are socially active,” said Aaron Francois, associate strategy director at Wasserman. “Meet them where they are, rather than asking them to pay attention to your actions,” he added.

Creator/Influencer-led lawsuit over Super Bowl eligibility

Influencers and creators do have social prestige. But the Super Bowl is famous for its mass appeal, especially as one of America’s last monocultural moments. Mass marketers face the challenge of leveraging digitally native influencers rather than mainstream superstars in big-name spots.

Perhaps the biggest drawback to creator- and influencer-driven Super Bowl ads is limited visibility and reach, marketers say. In sports marketing, marketers face increasing pressure to get the big game right, as competition from both brands and other sporting events increases.

Case in point: Avocados from Mexico has been advertising from the Super Bowl sidelines in recent years, but its main campaign still prioritizes celebrities like actor Rob Riggle and soccer player Rob Gronkowski.

“Having that kind of face is really important to get the omnichannel support that we’ve found to be successful for brands,” said Alvaro Luque, CEO and president of Avocados from Mexico. While influencers are cornering social media marketing, celebrities are more likely to have access to press and earned media, Luque said.

Already this year, advertisers have spent more than $1 billion on actors, musicians, athletes and other celebrities, according to talent payments and advertising management company XR Extreme Reach.

“The dangerous thing is [an influencer] “It’s just that it’s so small, the Super Bowl is so appealing to hundreds and millions of people not just here but around the world,” said Hawk of the Martin Agency.

Brett Duchon, commercial, endorsement and voiceover agent at UTA, said his clients are looking for someone who can easily name anyone this year.

“The buyers we’ve worked closely with have told us that when they’re looking for talent, they want people to recognize them the moment they see them on screen,” he said, declining to provide further details.

“It’s almost a safe bet for brands to hire someone who is immediately recognizable,” added UTA’s Smith. According to UTA agents, while influencers are cost-effective, this lack of widespread awareness raises questions about return on investment.

For now, marketers are continuing to take a two-pronged approach: celebrities are the stars of Super Bowl commercials, while influencers and creators play supporting roles. Experts say that’s not to say the roles won’t be reversed at some point.

“We love our creators, and we know it’s not just for now,” Luque said. “It’s a future that continues to grow, grow, and grow.”