Super Bowl LIII Celebrity Rankings
February 4, 2019
EDO scored the impact of every celebrity appearing in non-entertainment ad airings within Super Bowl LIII, and ranked them based on incremental Search Engagement generated, EDO's proprietary ad performance metric. EDO also measured the Search Engagement for every brand that appeared in airings during the game.
Female empowerment ads scored big, as Toni Harris (female football player) proved to be the most searched person within any Super Bowl LIII ad in the Toyota RAV4 Hybrid spot (by a wide margin), and Serena Williams, in her ad for Bumble, drove very high Search Engagement as well.
Quirky works, as unusual ads from Burger King and Michelob Ultra Pure Gold drove very high Search Engagement for their stars, Andy Warhol (in a throw-back for Burger King) and Zoe Kravitz (using the power of ASMR) - with all three (counting ASMR as a "celeb" in its own right) finishing in the Top 5 of most searched celebrities in Super Bowl LIII.
People love "The Dude," as Jeff Bridges brought his legendary character back in an ad for Stella Artois and drove very high Search Engagement in the process.
| # | Celebrity | Creative Description | Search Engagement Index | Airing Quarter | Air Time (ET) | Duration (seconds) |
| 1 | Toni Harris | Toni Harris, an inspiring woman who earned the first non-kicker college football scholarship, promoting the Toyota RAV4 Hybrid | 2285 | Q2 3-0 NE | 7:37 PM | 60 |
| 2 | Andy Warhol | Andy Warhol eats a Burger King burger, with #EatLikeAndy | 1961 | Q4 3-3 | 9:27 PM | 45 |
| 3 | ASMR | Zoe Kravitz's ASMR bottle opening for Michelob Ultra Pure Gold (NB: EDO decided to score ASMR as its own YouTube-fueled celebrity) | 763 | Q4 10-3 NE | 9:41 PM | 45 |
| 4 | Zoe Kravitz | Zoe Kravitz's ASMR bottle opening for Michelob Ultra Pure Gold | 394 | Q4 10-3 NE | 9:41 PM | 45 |
| 5 | Jeff Bridges | Jeff Bridges, as 'The Dude,' and Sarah Jessica Parker, as Carrie Bradshaw, order a Stella Artois | 371 | Q2 3-0 NE | 7:47 PM | 45 |
| 6 | Karlie Kloss | Karlie Kloss demos the ease of use of Wix.com in creating her own personal website | 334 | Q3 3-0 NE | 8:43 PM | 30 |
| 7 | Serena Williams | #InHerCourt with Serena Williams | 309 | Q1 0-0 | 6:41 PM | 30 |
| 8 | Cardi B | Cardi B makes a big entrance as Steve Carell explains why Pepsi is 'more than okay,' with Lil Jon; Cardi B's "I Like It" plays | 301 | Q1 0-0 | 7:12 PM | 30 |
| 9 | Michael Bublé | Michael Bublé disputes the pronunciation of both his name and Bubly, then proceeds to vandalize cans of "Bubly" with his name, "Buble" | 258 | Q3 3-0 NE | 8:34 PM | 30 |
| 10 | The Backstreet Boys | Chance the Rapper and the Backstreet Boys team up to promote Flamin' Hot Doritos | 232 | Q1 0-0 | 6:52 PM | 30 |
| 11 | Anthony Lynn | Anthony Lynn, coach of the Los Angeles Chargers, speaks about his car accident, and applauds the work done by the first responders on his behalf, as Verizon touts being the most reliable network | 223 | Q3 3-0 NE | 8:48 PM | 60 |
| 12 | Sarah Jessica Parker | Sarah Jessica Parker, as Carrie Bradshaw, and Jeff Bridges, as 'The Dude,' order a Stella Artois | 210 | Q2 3-0 NE | 7:47 PM | 45 |
| 13 | Chance The Rapper | Chance the Rapper and the Backstreet Boys team up to promote Flamin' Hot Doritos | 197 | Q1 0-0 | 6:52 PM | 30 |
| 14 | Bo Jackson | Bo Jackson, the former 'Verizon Guy,' and two robots discuss ways to effectively promote Sprint's network | 145 | Q2 3-0 NE | 7:48 PM | 30 |
| 15 | Tony Romo | Tony Romo on making his life easy, by wearing Sketchers slip on shoes, with memory foam | 141 | Q3 3-3 | 9:05 PM | 15 |
| 16 | Harrison Ford | Ford stars alongside a dog and other celebs, all shown demoing prototype Amazon Alexa products | 122 | Q4 9-3 NE | 9:33 PM | 90 |
| 17 | Major Taylor | Hennessey talks about 'chasing a white rabbit,' featuring famed early 20th-century track cyclist Marshall "Major" Taylor | 104 | Q4 3-3 | 9:11 PM | 60 |
| 18 | 2 Chainz | 2 Chainz stars in a music video ad with Adam Scott promoting Expensify | 104 | Q1 0-0 | 7:04 PM | 30 |
| 19 | Lil Jon | Lil Jon pours himself a cup of Pepsi | 104 | Halftime 3-0 NE | 8:21 PM | 10 |
| 20 | Steve Carell | Steve Carell explaining why Pepsi is 'more than okay', with Lil Jon and Cardi B; Cardi B's "I Like It" plays | 96 | Q1 0-0 | 7:12 PM | 30 |
| 21 | Luke Wilson | Luke Wilson is a 'close talker' who benefits from using Colgate Total | 93 | Q3 3-0 NE | 8:55 PM | 30 |
| 22 | Jason Bateman | Jason Bateman plays a wise-cracking bellhop, who take a couple on a ride through various unpleasant activities on their way to a better Hyundai Shopper Assurance experience | 92 | Q1 0-0 | 6:47 PM | 60 |
| 23 | Christina Applegate | Christina Applegate channels frustrated parents everywhere as she tries to deal with rambunctious M&M's in the back seat of her car | 91 | Q1 0-0 | 6:40 PM | 30 |
| 24 | Property Brothers | The Property Brothers, Jonathan and Drew Scott, explain the benefits of having a home protected by ADT Home Security | 54 | Halftime 3-0 NE | 8:23 PM | 30 |
| 25 | Charlie Sheen | Mr. Peanut drives like 'a nut,' passing Charlie Sheen, to get to Alex Rodriguez in time to replace his kale chips with Planters nuts | 54 | Q2 3-0 NE | 7:38 PM | 30 |
| 26 | Sarah Michelle Gellar | A masked intruder breaks into Sarah Michelle Gellar's home, and chases her and a friend, before they all admire her face's transformation using Olay products | 49 | Q1 0-0 | 6:52 PM | 30 |
| 27 | Alex Rodriguez | Mr. Peanut drives like 'a nut,' passing Charlie Sheen, to get to Alex Rodriguez in time to replace his kale chips with Planters nuts | 44 | Q2 3-0 NE | 7:38 PM | 30 |
| 28 | Forest Whitaker | Forest Whitaker, Harrison Ford, and other celebs all shown demoing prototype Amazon Alexa products | 35 | Q4 9-3 NE | 9:33 PM | 90 |
| 29 | Kristin Chenoweth | Kristin Chenoweth judges a dog show, where humans compete for prizes, in the form of Avocados from Mexico | 35 | Q2 0-0 | 7:18 PM | 30 |
| 30 | Ludacris | Ludacris guest stars in the spot about a man going through his day having everything he thinks of happen, finally showcasing the voice activated features of his Mercedes-Benz A-Class vehicle; Ludacris' "Stand Up" plays | 26 | Q2 3-0 NE | 7:32 PM | 60 |
| 31 | Tom Hanks | Tom Hanks (voiceover) narrates Washington Post's first Super Bowl ad | 25 | Q4 10-3 NE | 9:53 PM | 60 |
| 32 | Lil Jon | Lil Jon is behind the diner counter as Steve Carell explains why Pepsi is 'more than okay,' with Cardi B also starring | 22 | Q1 0-0 | 7:12 PM | 30 |
| 33 | Adam Scott | Adam Scott appears as a record company accountant in 2 Chainz's music video promoting Expensify | 14 | Q1 0-0 | 7:04 PM | 30 |
| 34 | Free Willy | Free Willy guest stars in the spot about a man going through his day having everything he thinks of happen, finally showcasing the voice activated features of his Mercedes-Benz A-Class vehicle | 8 | Q2 3-0 NE | 7:32 PM | 60 |
| 35 | Wile E. Coyote | The cartoon stalwart appears as a man goes through his day having everything he thinks of happen, finally showcasing the voice activated features of his Mercedes-Benz A-Class vehicle | 5 | Q2 3-0 NE | 7:32 PM | 60 |
| 36 | Sylvia Hoeks | Sylvia Hoeks stars in Ridley Scott's "The Journey" short film, showcasing her adventures with Turkish Airlines | 3 | Q1 0-0 | 6:48 PM | 30 |
| 37 | Ilana Glazer | Broad City co-stars Ilana Glazer and Abbi Jacobson appear alongside other celebs demoing failed prototype Amazon Alexa products | 2 | Q4 9-3 NE | 9:33 PM | 90 |
| 38 | Abbi Jacobson | Broad City co-stars Abbi Jacobson and Ilana Glazer appear alongside other celebs demoing failed prototype Amazon Alexa products | 1 | Q4 9-3 NE | 9:33 PM | 90 |
EDO measures the real time impact of television advertising by capturing minute-by-minute changes in searches and other online actions that immediately follow the ad airing.The impact of each ad within the Super Bowl was indexed to the median performing in-game Super Bowl spot (100), so that it is easy to see the relative performance.The data included in this ranker is preliminary, and is subject to slight adjustments based on EDO's final Super Bowl LIII analysis.
Top 10 Celebrities by Share of Search
Share of search is calculated by taking the total Search Engagement Index for each celebrity who appeared in non-entertainment ads that ran in Super Bowl LIII, and dividing it by the sum of the Search Engagement Index values for all celebrities within each product category.
The Super Bowl is the big game, but brands fight for market share every day. EDO is here to help you get more from your national TV advertising year round.
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