Celebs getting paid $ to appear in a Superbowl ads

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Super Bowl advertisers are latching onto celebrities this year like tar-sstruck teens. More than one-third of the game's 50-some spots will feature a familiar celeb or two — or three. At $3.5 million for each 30 seconds of airtime, advertisers seem hell-bent on attracting attention this year at any cost. Even, in several cases, if it means glomming onto a celeb with zippo to do with the brand.

Some are trying to latch onto the stars' social-media following. Some are seeking instant credibility. And some think it's the only way to stand out from the pack of Super Bowl marketers trying do just about anything to get noticed by the 100 million-plus TV viewers — plus untold millions of social-media fans to follow.
It ain't cheap. Advertisers have spent $1.72 billion over the past 10 years just for Super Bowl airtime, estimates Kantra Media. Add to that the multimillion-dollar budgets for some of the more extravagant ads, and then they'll also be paying celebs anywhere from $50,000 to $1.5 million to star in their game day spots.
"Every advertiser is looking for insurance," says Noreen Jenney Laffey, founder of Celebrity Endorsement Network, which links celebs with marketers. "And every celebrity wants to be in a Super Bowl spot. Even for celebrities, it's a big deal."
There's just one problem: Ads with celebrities are 3% less effective than ads without them, reports AceMetrix, a research firm that specializes in measuring ad effectiveness. And during the Super Bowl, they tend to do far worse. During last year's Super Bowl, AceMetrix says, ads without celebrities performed 9.2% better than those with celebrities. And ads with animals performed 21% better than ads with celebrities.
"Dogs do better than celebrities," says Peter Daboll, CEO at AceMetrix, which had online panels of 500 consumers review every Super Bowl spot from 2011.
"It's hard to find a celebrity who isn't polarizing," explains Daboll. As a result, a chunk of viewers are immediately turned off. "You can't find a celebrity who doesn't offend anyone — unless it's Betty White."
White, of course, starred in a top-performing Snickers spot two years ago that also was a career boost for her. That's why even celebs who decline other offers historically have been eager to do Super Bowl spots.


Arnold Schwarzenegger speaking at Financial Education Conference in Sydney. Picture: Ruttyn Sam
Arnold Schwarzenegger has landed a $3 million deal to star in a Super Bowl commercial for Bud Light.
According to the New York Post, the former California governor has agreed to a deal to star in the humorous beer ad, despite his personal focus on health and fitness.
The Terminator star joins a long list of celebrities earning big money for Super Bowl spots, including Laurence Fishburne, Danica Patrick, Scarlett Johansson, David Beckham and Ben Kingsley.
A source told us, "Arnold has shot a series of ads in Japan [a trick used by celebs who want to cash in but without looking greedy at home] but pretty much hasn't done anything in the US. Persuading him to promote a beer is a big coup for Bud Light."
Schwarzenegger, who's still working out his divorce from Maria Shriver, has three films set to come out this year, including the third instalment of The Expendablesfranchise. He talks about global warming on the Showtime series Years of Living Dangerously, and is expected to return in Terminator: Genesis in 2015.
With advertisers spending $4 million for a 30-second slot on Fox Sports during the Feb. 2 game, celebs are crowding the Super Bowl ad field.
SodaStream has scored Johansson to appear in the company's ad, which is set to run during the fourth quarter. Jaguar announced it's running a spot based on British movie bad guys starring Sexy Beast star Kingsley.
Fishburne will reprise the iconic role of Morpheus from the blockbuster Matrix series in an ad for Kia Motors' new K900 luxury sedan. The commercial is rumoured to be a parody of the "red pill, blue pill" scene from the first Matrix film.
Wonderful Pistachios has hired Stephen Colbert; GoDaddy is sticking with its pitchwoman, racer Patrick; and a scantily clad Beckham will appear in an ad for Swedish retailer H&M, to promote his David Beckham Bodywear line.

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