This year's Super Bowl LVIII saw 58 brands take center stage before more than 123.4M viewers across CBS platforms with the help of over 115 influencers, luminaries, and athletes during the most-watched television broadcast in history––demonstrating that when it comes to making a lasting impression with limited airtime, celebrities still reign supreme for brands attempting to make an impact. 58 brands utilizing endorsements in commercials was a 27% increase from the previous Super Bowl.

T-Mobile and e.l.f. Beauty led the list with the most endorsers in a Super Bowl campaign with 10 and 8 boldface names, respectively. Featuring Bradley Cooper, Jason Mamoa, Common, and Zach Braff (T-Mobile) and Benito Skinner, Emmanuel Acho, and Meghan Trainor (e.l.f. Beauty), among others, the splashy spots leveraged serious star power to wow a wide and diverse audience. 

Candy/Baked Goods––including brands like Lindt, M&M's, Nerds, Nestle Drumstick, and Reese's––ran more commercials than any other category, followed by US Beer brands in second, and Cosmetics & Skin Care in third, reflecting both the array of industries and marketing strategies vying for attention during the blockbuster TV event. Addison Rae’s (135M social followers) cameo in the “Flashdance”-themed Nerds commercial (T-Mobile’s ad with Jason Momoa also paid tribute to the iconic film) nods to social media influencers’ ongoing emergence as mainstream stars with an arguably unrivaled ability to engage younger, tech-savvy audiences. 

Other brands used elite athletes and marquee movie stars to connect with different viewer segments. Soccer phenom Alex Morgan––who appeared in sports drink maker BodyArmor’s high-intensity Super Bowl spot, alongside NFL standouts Christian McCaffrey and Joe Burrow––signaled aspiration and peak physical performance, championing health and exceptional achievement as the explosive momentum of women's sports continues. Meanwhile, State Farm and SToK Coffee turned to enduring Hollywood icons Arnold Schwarzenegger and Anthony Hopkins, respectively, to convey prestige and reliability that resonates with consumers long after the championship game ends.