Title: Super Bowl Ads: A New Ruthless Game for Stars and Their Agents
Outlet: The Ankler
Author: Ashley Cullins
Date: January 21, 2026
The Super Bowl is no longer just a one-night spectacle – it’s a multi-platform, multi-million dollar cultural engine. In this behind-the-scenes report, top agents from CAA, WME, UTA, NBCUniversal’s Peter Lazarus, and Hollywood Branded’s Stacy Jones unpack the new dynamics driving Super Bowl LIX’s ad game.
From shrinking talent fees to increasing creative expectations, the Super Bowl commercial space has become a ruthless, strategic arena, with brands demanding more value for their $15–$20 million investments. And while A-listers are still in demand, they’re now expected to deliver across TV, digital, and social, often for less than they would have commanded a few years ago.
Stacy Jones’ Expert Commentary
“There are no rate cards for any of this. It is all made up. It is all relationship-driven. It is all conversation-driven.”
— Stacy Jones, CEO of Hollywood Branded
Jones brings vital clarity to the chaotic economics behind celebrity endorsement deals. Her insight underscores how the most successful negotiations come down to strategy and timing, not set pricing.
She also emphasizes the importance of structuring contracts that preemptively build in digital extensions (like teasers or social posts). If not handled up front, these extras can inflate budgets rapidly after the fact, when talent holds all the leverage.
“Unless you’ve actually built… a table of how much those additional things are going to cost, you’re back to the beginning — and they have you.”
Jones also breaks down the true cost of working with top-tier talent, noting that:
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A-listers can command $10M–$20M if their involvement limits future brand collaborations.
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However, adding campaign content during negotiations is often a low-lift, high-value strategy, especially if structured smartly.
Industry Takeaways
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Super Bowl is now a status symbol for talent – not just a paycheck.
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$1–$3 million is the new norm for many celebs, with social reach often tipping the scales.
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Casting is increasingly conservative – brands want familiar, instantly recognizable stars.
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Original creative wins: nostalgia-driven spots can flop if they overshadow the brand.
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Social media presence is no longer optional – it’s a deciding factor in casting.
Stacy’s POV: Why It Matters
As brands seek billion-level impressions, Hollywood Branded helps clients plan campaigns that go far beyond the 30-second spot. With 10,000+ branded deals executed, Jones and her team know how to leverage celebrity talent smartly, integrating strategy, creativity, and authenticity.
“It’s not just about who’s famous – it’s about who can move culture and move product.” — HB POV
Explore on to get expert guidance on brand integrations, influencer marketing, and talent alignment. Read more insights at Hollywood Branded’s Insights Blog – or dive directly into the original article.
