With 30 second ads on Fox’s telecast of the Super Bowl selling for a record-setting $4 million, the stakes are higher than ever for brands to make an impact.
As USA TODAY notes, many brands are using celebrities in their campaigns in order to optimize both the large television audience and the critical social media presence. Several brands are loading up with multiple celebrities in a single commercial. The trend of Super Bowl advertisers to release full or teaser versions of their ads prior to the broadcast may also increase the value of celebrities who are able to draw attention from online audiences.
Against this backdrop, as we did in 2012 and 2013, E-Poll once again took a look at what the celebrities in these ads bring to their respective brands’ campaigns.
Here are the E-Scores for the celebrity endorsers in this year’s Super Bowl advertisements:
| Celebrity | Brand | E-Score* | % Awareness |
% Male Appeal |
% Female Appeal |
Notable Attribute |
|---|---|---|---|---|---|---|
| Sarah McLachlan | Audi | 90 | 27 | 59 | 58 | Activist |
| Ellen DeGeneres | Beats Music | 97 | 83 | 46 | 73 | Compassionate |
| Don Cheadle | Bud Light | 98 | 41 | 71 | 71 | Articulate |
| Arnold Schwarzenegger |
Bud Light | 89 | 85 | 45 | 27 | Distinctive Voice |
| Reggie Watts | Bud Light | 21 | 4 | 55 | 30 | Unique |
| Bob Saget | Dannon Oikos | 90 | 66 | 38 | 41 | Funny |
| John Stamos | Dannon Oikos | 99 | 66 | 38 | 41 | Handsome |
| Dave Coulier | Dannon Oikos | 83 | 25 | 41 | 50 | Funny |
| James Franco | Ford | 94 | 39 | 58 | 60 | Handsome |
| Rob Riggle | Ford | 73 | 12 | 54 | 44 | Funny |
| Danica Patrick | Godaddy.com | 87 | 40 | 48 | 43 | Attractive |
| John Turturro | Godaddy.com | 84 | 23 | 55 | 41 | Kooky/Wacky |
| David Beckham | H+M | 92 | 54 | 39 | 44 | Handsome |
| Johnny Galecki | Hyundai | 93 | 28 | 65 | 75 | Funny |
| Richard Lewis | Hyundai | 61 | 21 | 36 | 25 | Creepy |
| Ben Kingsley | Jaguar | 95 | 33 | 63 | 64 | Intelligent |
| Tom Hiddleston | Jaguar | 59 | 7 | 69 | 76 | Handsome |
| Mark Strong | Jaguar | 43 | 4 | 65 | 56 | Confident |
| Laurence Fishburne | Kia | 98 | 51 | 56 | 56 | Distinctive Voice |
| Bruno Mars | Pepsi | 88 | 38 | 40 | 64 | Good Energy |
| Kaley Cuoco | Priceline | 93 | 34 | 84 | 74 | Funny |
| Bono | RED/Bank of America |
90 | 50 | 40 | 50 | Activist |
| Scarlett Johansson | SodaStream | 97 | 52 | 73 | 51 | Sexy |
| Terry Crews | Toyota | 94 | 30 | 78 | 64 | Funny |
| Carmen Electra | Volkswagen | 85 | 50 | 47 | 25 | Sexy |
| Stephen Colbert | Wonderful Pistachios |
92 | 45 | 58 | 53 | Intelligent |
| Jerry Seinfeld | (rumored) | 97 | 71 | 60 | 52 | Funny |
| Jason Alexander | (rumored) | 95 | 58 | 54 | 49 | Funny |
| Larry David | (rumored) | 80 | 26 | 52 | 46 | Funny |
Source: E-Score Celebrity
E-Score Celebrity is conducted weekly among a nationally representative sample of 1,100 respondents ages 13+
E-Score Celebrity is a comprehensive resource for celebrity measurement and evaluation, ranking more than 7,500 celebrities and newsmakers from entertainment, sports, politics and culture on awareness, appeal and 46 different personality attributes.
* The E-Score is a composite measure that encapsulates the relative marketing effectiveness of each individual celebrity in the E-Score Celebrity database. Ranked on a scale from 0 to 100, the calculation takes into account not only traditional awareness and appeal, but also factors in negative measures to better gauge true marketability.