Brands invest in creators for reach as celebs fill the Big Game spots

As the creator economy grows, marketers have put new energy into Super Bowl LX outside of the traditional prime-time ad spot — from hosting creators at Super Bowl watch parties to pop-up events on the ground. Creators are everywhere except the small screen at this year’s Big Game.

The U.S. annual creator economy ad spend is set to reach $43.9 billion this year, according to the IAB. But with 30-second Super Bowl spots going for up to $10 million, brands are tapping A-list celebs for commercials and creators to amplify marketing messages.

“[You’ll see] influencers as a complementary part of the program to get your commercial messaging out into the world,” said Nick Miaritis, VaynerMedia’s chief client officer. “It used to be Good Morning America would premiere the ad, and that would get you the exposure. Fewer and fewer people are tuning into that.”

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