Star Power vs. Soundtrack: What Boosts Consumers’ Enjoyment of Ads?

With the Super Bowl approaching, brands are once again preparing for advertising’s biggest stage, where celebrity and influencer cameos have become a familiar formula. But a consumer survey conducted by MX8 Labs suggests that while star power still matters, another creative element may play an even bigger role in audiences’ enjoyment of ads: music.

More than half of consumers (54%) say music plays a key role in the ads they enjoy most. The impact is even more pronounced among younger adults, with 64% of Millennials and 62% of Gen Z saying music significantly shapes their enjoyment of advertising.

That being said, influencers and celebrities still move the needle, particularly with younger and middle-aged viewers. Nearly half of respondents (48%) say celebs/influencers affect how much they like a brand’s ad, including 17% who say influencers influence them “a lot.” Among Gen Z, 51% say these figures “somewhat” affect how much they like the ad. 

That dynamic helps explain why advertisers — Super Bowl or not — are increasingly investing in recognizable faces to cut through the clutter amidst today’s advertising-heavy entertainment environment. In fact, a new report from XR found that overall celebrity pay guarantees in advertising exceeded $1 billion in 2025, up 47% since 2019. As XR CEO John Batter put it, “advertising is entering a talent-first era.”

However, the data from MX8 Labs also highlights a widening generational divide. Older consumers are far less persuaded by influencer-driven advertising, with a majority saying influencers do not matter to them at all. Among Boomers, 53% said influencers have no impact at all on their ad preferences.

The findings suggest that while celebrity appearances may still grab attention, pairing them with the right soundtrack could also be critical to leaving a lasting impression.