Why Big Names Are Back in the Spotlight

Brands are shelling out big bucks for celebrities to star in their ads. In 2025, over a billion dollars was spent on securing top talent, beating pre-pandemic numbers. This surge in spending shows a clear shift in advertising strategies. Marketers are under pressure to prove their ads work. With the economy up and down, celebrities seem like a safe bet. They help people remember the ads, which is a big deal for marketers. A few years back, most ad money went to regular actors. Now, it's all about big names. With so many ways to watch shows, videos, and sports, familiar faces stand out and connect with viewers. Plus, celebrities are less shy about appearing in ads than they used to be. The Super Bowl ads showed this trend clearly. Stars like Matthew McConaughey, Martha Stewart, and Charli XCX appeared in ads. Experts said brands used humor, nostalgia, and celebrities to keep things light in a tense political year.Athletes and creators are cashing in. About a quarter of the billion dollars went to athletes, thanks to their wide appeal. NFL players saw a huge jump in pay guarantees. Women's basketball players also got a big boost, with payments tripling since 2019. Content creators are also in demand. Their pay guarantees have more than doubled since 2022. Top influencers now earn as much as Hollywood stars. Brands love social media personalities, lifestyle creators, and food and home influencers. The way ads are made is changing too. There are fewer ad shoots now, but each one lasts longer. Brands want to get more content from each shoot, from TikToks to internal videos. Brands are taking bigger risks with fewer ads. Celebrities help grab attention quickly. But relying too much on big names might make ads feel the same. Safe choices can become risky if everyone does the same thing.