When it comes to the celebrities in Super Bowl commercials, you gotta catch ’em all. Lady Gaga serenaded millions alongside the Pokémon Jigglypuff, Matthew McConaughey was in a food conspiracy debate with Bradley Cooper, and Ben Affleck starred in an AI-driven Dunkin’ fever dream.
But with brands spending between $7 million and $10 million for Super Bowl spots, how much did they pony up to make sure a famous face was hawking their Dunkaccinos? Well, yesterday’s price certainly isn’t today’s.
ADWEEK reached out to four industry insiders to learn how much celebrities are making in this year’s Big Game.
The first thing to remember is that all talent contracts are different, and there are several factors to consider, including mandated riders, crew, stylists, wardrobe, and trailers. With that being said, according to a creative agency executive speaking on the condition of anonymity, A-list celebrities could typically make between $3 million and $5 million for a Super Bowl commercial. Two other creative agency execs said some A-list talent could earn as much as $10 million, depending on factors such as scripts, scale, and scope.
However, as media costs have risen, talent fees have declined.
With “only a handful of exceptions,” an expert at a major talent agency noted that nearly all talent was being compensated under $5 million this year, with the majority in the $1 million to $3 million range.
Brands are also using other strategies to improve the bottom line, especially given the record-breaking ad costs.
According to The Hollywood Reporter, some of this year’s ads utilized smaller cameo roles, which require only hours or a day on set. Those roles could come with fees in the “five- or six-figure range.” In some cases, THR reported that A-listers could make low seven figures.
Meanwhile, the story for major directors is more nuanced, according to two creative executives. Factors include the number of days, the scope, and whether they get a percentage of the production studio markup. Plus, A-list directors could receive an added percentage from their level of involvement in the production, including post-production.
“The fact that the spot will air in the Super Bowl doesn’t change that rate as directors don’t make a premium depending on placement,” one of the creative agency executives said. “However, once someone has directed Super Bowl spots and earned a reputation for delivering quality content at that level, their rate will rise because they’ve earned the prestige.”
According to the executive, prestigious director day rates can range from $30,000 to $50,000. Meanwhile, a second creative executive noted that, when you hire a major director, you’re also hiring their select crew, such as the director of photography, stylists, and casting team, which would increase expenses.
The second executive said that commercial production costs could range from $900,000 to $4 million, depending on the number of shoot days and scope, excluding celebrity talent and potentially post-production.
In other words, those Dunkin’ commercials donut come cheap.
‘ The preceding article may include information circulated by third parties ’
‘ Some details of this article were extracted from the following source www.adweek.com ’
