Dancing With The Stars: Super Bowl LX Had More Celebs Than Ever

Super Bowl LX's advertising landscape was defined by an unprecedented concentration of celebrity star power, with brands opting for large ensemble casts and cameo-heavy creative to capture instant audience attention according to XR Extreme Reach.

Of the 66 ads tracked, XR found that:

• A record-breaking 103 total celebrity appearances were recorded, a 10% increase from 2025.
• While 59% of ads featured celebrities, actors led the charge at 52% of appearances, followed by athletes at 24%, and musicians significantly over-indexing at 18%.
• Cameo-heavy lineups (like Dunkin’ and Novartis) and musician-led ensembles (such as T-Mobile’s Backstreet Boys spot) proved to be the winning formula for high-stakes, single-moment recognition.

Behind the scenes, XR played a critical role, delivering more than 80 percent of the ads for Super Bowl LX.

Further, XR provided payroll services for many of the celebrities featured in these spots, demonstrating their essential function in both the delivery of the creative content and the talent payment logistics for the Big Game's celebrity-driven advertising spectacle.