Super Bowl Advertisers Tighten Talent Spending

This year’s Super Bowl advertisers are tightening talent spending as 30-second spots on NBC reach $8–10 million and all-in campaign costs run $12–20 million, sources told The Hollywood Reporter. Brands are favoring lower celebrity fees, ensemble casts and influencer cameos while also experimenting with AI-created spots, shifting casting, creative approaches, and marketers' budget allocation ahead of the game.