Written by Ivy Liu • Published on February 13, 2024 • Read time: 6 minutes
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Exploring the Creator Economy at the Big Game
Despite the buzz surrounding the creator economy and its rapid expansion, there was a noticeable absence of creator presence during this year’s Super Bowl advertisements.
The Super Bowl remains a rare occasion for brands to reach a large, engaged audience. In the quest for broad appeal, marketers relied heavily on celebrities, with numerous ads featuring multiple famous faces, to capture viewers’ attention during the game.
According to James Nord, the founder of Fohr, an influencer marketing agency, the fragmented nature of today’s culture necessitates using well-known figures that span various generations. This shift away from creators reflects the challenge of achieving universal recognition in a diverse cultural landscape.
Celebrity Spotlight
Notably, the majority of celebrities featured in Super Bowl ads were familiar names with mass appeal. Fohr’s analysis revealed that the average age of these celebrities was 49, illustrating the preference for established public figures over emerging creators.
Mae Karwowski, CEO of Obviously, another influencer marketing agency, emphasized the importance of broad mainstream appeal on Super Bowl Sunday, a feat that many niche-focused influencers struggle to accomplish.
Risk-Averse Strategies
Aside from recognition, brands also gravitate towards celebrities due to their track record and experience in the entertainment industry. The high costs associated with Super Bowl advertising, where a mere 30-second spot can exceed $7 million, incentivize brands to choose proven talent over potentially unpredictable influencers.
Nick Miaritis, Chief Client Officer at VaynerMedia, highlighted the predictability and flexibility offered by actors compared to influencers. The ability of actors to embody a wide range of roles without the constraints of a specific personal brand adds a layer of certainty to brands’ investment decisions.
Despite the rise of the creator economy, the allure of traditional celebrities endures, particularly in high-stakes settings like the Super Bowl. The strategic reliance on established figures underscores the enduring appeal and effectiveness of celebrity endorsements in capturing the attention of a diverse audience.