The celebrity surge comes alongside a decisive shift toward comedy. Humorous spots now account for 71% of Super Bowl ads, up from 62% in 2016, while heartfelt content has collapsed to 20%, according to iSpot.
Meanwhile, the investment is paying off. Super Bowl ad ROI has nearly doubled from $2.70 to $5.20 since 2020, according to EMARKETER, and consumer enthusiasm is rising, with 51% of US adults saying they're excited about Super Bowl ads, up from 37% in 2021.

Use this chart: Drop this into your Super Bowl planning deck to justify celebrity ensemble strategies. Show this to creative teams debating single vs. multiple talent approaches. Use this when pitching premium talent budgets. The trend toward stacking stars isn't slowing down.

Related reports:

Digital Advertising Trends to Watch in 2026 (EMARKETER subscription required)
US TV and Connected TV Ad Spending Forecasts H2 2025 (EMARKETER subscription required)

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