Brands in the United States are spending more on high-profile celebrities than ever before as advertisers look for reliable ways to cut through an increasingly crowded media landscape, according to a report by Business Insider.
US advertisers spent more than $1 billion on celebrity talent for advertising campaigns in 2025, exceeding pre-pandemic levels, data from advertising operations platform XR showed. The report noted that pay guarantees for celebrity talent — upfront fees paid to secure stars for campaigns — have risen 47% since 2019, underscoring how valuable recognisable faces have become for major brands.
The increased reliance on celebrities reflects growing pressure on chief marketing officers to deliver measurable results amid economic uncertainty and fragmented media consumption. With audiences spread across streaming platforms, social media, sports broadcasts and digital video, brands are increasingly turning to well-known personalities to boost ad recall and audience engagement.
The trend was particularly visible during major advertising moments such as the Super Bowl, where campaigns in recent years have heavily featured actors, musicians and pop culture figures. Industry observers have pointed to a growing preference for humour, nostalgia and familiar faces as brands aim to minimise risk and maximise impact.
Athletes accounted for around one-quarter of total celebrity pay guarantees in 2025, highlighting the growing commercial appeal of sports stars. XR’s data showed that premium payments to NFL players rose 145% between 2019 and 2025, while payments to women’s basketball players increased 176% between 2024 and 2025, and more than 300% since 2019, reflecting the rising visibility of women’s sports.
Content creators are also commanding significantly higher fees. Payment guarantees for digital creators have jumped 103% since 2022, with leading influencers now earning fees comparable to traditional Hollywood stars. Lifestyle, food, home and social media creators remain among the most sought-after categories for advertisers.
At the same time, the structure of ad production is changing. XR reported a 25% decline in commercial production shoots in 2025 compared with 2019, even as individual shoots have become longer and more content-heavy. Brands are increasingly producing multiple assets — from television ads to social media videos — from a single campaign.
While celebrity-led advertising is seen as a safer bet in a risk-averse environment, industry experts have warned that over-reliance on the same high-profile talent could eventually lead to creative fatigue, reducing differentiation among brands.
The findings highlight how, despite advances in AI and digital targeting, human star power remains a central pillar of modern advertising strategies, Business Insider reported.
