Musicians' Super Presence In Super Bowl Ads

The Backstreet Boys and Sabrina Carpenter were some of the biggest musicians to appear during Super Bowl LX ads, but they're just part of the larger story around the Big Game is music's time to shine – ad-wise.

Data from Extreme Reach shows that musicians appear 60% more often in Super Bowl ads vs. year-round campaigns.

• XR compared over 12,000 talent payments from 2020 to 2025, compared to over 400 celebrity appearances in Super Bowl spots in the same timeframe, to show that musicians appear at 1.6x their typical rate.
• This year's musicians included the aforementioned Backstreet Boys (T-Mobile) and Carpenter (Pringles), plus other big names like Benson Boone (Instacart), Chris Stapleton (Traveller Whiskey), Post Malone (Bud Light) and more.
• The Super Bowl's unique confluence of sports and culture makes musicians more relevant for celeb spots during the game than they may be otherwise, offering broad and immediate recognition that resonates across a large portion of the game audience.