AI Surge Reduces Star Talent Fees

Bassyonni

Published: February 5, 2026 2:12 PM ET

This year’s Super Bowl advertising landscape is evolving, with rising costs prompting brands to reassess their strategies for star talent fees. The demand for 30-second slots on NBC has reached unparalleled heights, costing advertisers upwards of $10 million for late placements. The majority, however, are settling for around $8 million.

Changes in Talent Fee Structures

As the advertising market tightens, many companies are adjusting their budgets and tightening their purse strings. Reports indicate that high-profile talent fees are being curtailed as firms aim to maximize their investment. A 30-second Super Bowl commercial can now cost between $12 million and over $20 million, including the buy-in fee for the network.

Tim Curtis from WME notes a shift in the compensation spectrum for stars. “The days of $10 to $15 million paydays for a Super Bowl ad are largely over. Now, the sweet spot for top-tier talent generally falls within the $3 to $5 million range, unless the ad hinges on a specific celebrity’s involvement,” he reveals.

Ensemble Casts and Influencers

Brands are increasingly choosing ensemble casts to extend their talent budgets. This strategy not only diversifies the star power but also targets various demographics. Influencers, actors, and musicians are being enlisted for cameo roles that can be filmed in a matter of hours. These roles often carry fees in the six-figure range, with some A-listers receiving low seven-figure paydays.

Ensemble ads allow brands to attract a wider audience.
Talent spend is being spread across more individuals.
Smaller roles demand less time and, consequently, lower fees.

Celebrity Integration

Despite budget constraints, A-listers will still feature prominently in Super Bowl commercials. Approximately 70% of the ads now include celebrity appearances, a marked increase from 30% in 2018. Stars like George Clooney, Scarlett Johansson, and others are set to grace this year’s commercials.

AI’s Impact on Super Bowl Ads

The integration of Artificial Intelligence (AI) into advertising strategies is also noteworthy for this year’s Super Bowl. Brands will showcase AI technologies, either promoting AI tools or creating ads with AI assistance. This includes innovations like deepfakes and AI-generated content.

One significant storyline involves a public feud between AI companies OpenAI and Anthropic, each promoting their own respective technologies in the lead-up to the Super Bowl.

Future Trends in Advertising

Expect a blend of nostalgia and humor in several commercials. As brands navigate the complexities of AI in marketing, they are also expected to embrace traditional storytelling elements. This year, more firms within the alcohol, food, and pharmaceutical sectors are predicted to participate, leveraging humor as a key strategy in audience engagement.

Higher Stakes for Advertisers

While costs continue to escalate, advertisers recognize the unique opportunity the Super Bowl provides. The game draws an audience exceeding 100 million people, making it an unparalleled marketing platform. Experts assert that effective advertising takes precise execution across entertainment, messaging, and creativity.

Even with the pressures of budget constraints and changing talent fees, the Super Bowl remains a coveted marketing event. “This is still a smart investment for brands,” concludes Chris Hart from UTA. “No other platform can attract such massive viewership.”