The Super Bowl is set to enthrall the NFL world on February 9. As the big day is approaching, there are some big names gearing up for commercials, with their salaries attracting many eyeballs and headlines.

The Super Bowl, which is the annual league championship game of the NFL, averages over 100 million viewers. The number is much higher than any other piece of entertainment in a given year, reports The Hollywood Reporter. Due to the popularity this day holds, it is also a big opportunity for advertisers to promote their products, even if it means paying handsomely.

“It’s the only place to be able to aggregate this type of scale quickly, and I think it’s a safe haven”, Mark Evans, the Fox Sports executive vp ad sales, said.

‘The stakes are high’

Fox has made a record after securing a whopping $8 million for half-a-minute ad spots. This is apart from the fact that brands also come in to promote their products, bringing in more millions into the whole scenario. For brands, it is a great way to fall into the limelight.

“The stakes are very, very high, and not every brand can win,” says Georgie Jeffreys, the head of marketing for Uber. “There’s only going to be a handful of brands that are super memorable the next day for most people.”

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A lot of star power helps to make a brand build its unique identity. It is estimated that this year’s Super Bowl ads will feature 80 to 100 stars, ranging from comedians to digital creators, apart from the famous celebs, according to Tim Curtis, senior partner at WME.

“That’s a lot, and you need to sort of break out from that,” Curtis says. “But unless you’ve got very, very, strong, usually comedic creative that doesn’t involve a celebrity, your spot’s probably going to be forgotten versus talked about more widely the next day”, as per The Hollywood Reporter.

Big stars to promote different brands

Big stars are brought in to increase the possibility of a successful brand promotion, reports The Hollywood Reporter. Matthew McConaughey is with Uber Eats. He will be joined by Kevin Bacon, Charlie XCX, Martha Stewart and the acclaimed director, screenwriter and actor Greta Gerwig in cameo roles. The beer brand Stella Artois has football icon David Beckham and actor Matt Damon playing estranged twins. Willem Dafoe and Catherine O’Hara are with Michelob Ultra. Billy Crystal and Meg Ryan have reunited to create the famous deli scene from When Harry Met Sally for Hellmann’s mayonnaise, with Sydney Sweeney in a cameo role. The list goes on.

According to The Hollywood Report, the A-list actors are being paid between $3 million to $5 million for these ads, while the rates for cameo appearances are a bit lower. But these cameos are not to be underestimated, as they can significantly help in making a brand stand out, while also targeting other target demographics.

In return, the Super Bowl ads also give people to promote their own brands, much like how Matt Damon is highlighting Water.org, which he co-founded, in his Stella Artois spot.

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The all-in costs for Super Bowl commercials range from $10 million to $20 million, according to The Hollywood Reporter. For brands like PepsiCo, a spot at the Super Bowl can be a modest investment, but it can prove to be a great risk for other brands.

FAQs:

Q1. Which teams are playing in the Super Bowl this year?
A. This year, the Super Bowl will be played between Philadelphia Eagles and Kansas City Chiefs

Q2. What does the NFL stand for?
A. The NFL stands for the National Football League.