Why are US brands spending more on celebrities in 2025?

Brands are increasing celebrity ad spending to improve ad recall and ensure effectiveness amid economic uncertainty and a crowded media landscape.

How much did US brands spend on celebrity ads in 2025?

US brands spent over $1 billion on celebrity ads in 2025, surpassing pre-pandemic levels.

Are athletes seeing increased ad opportunities?

Yes, athletes received about a quarter of the $1 billion spent on celebrity ads in 2025 due to their cross-generational appeal.

Home / Business and Economy / Brands Bet Big on Celebs in 2025

Brands Bet Big on Celebs in 2025

13 Jan

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Summary

US brands spent over $1 billion on celebrity ads in 2025.
Celebrity pay guarantees grew 47% since 2019.
Fewer, but longer, ad productions focus on big names.

In 2025, U.S. brands allocated over $1 billion to feature celebrities in their advertising campaigns, exceeding pre-pandemic spending. The cost of securing top talent through pay guarantees surged by 47% compared to 2019 figures, as reported by XR. This shift reflects marketers' increasing reliance on familiar faces to boost ad recall and demonstrate effectiveness amid economic uncertainty.

This heightened focus on celebrities is evident across various sectors, with athletes accounting for a quarter of the total payments and content creators seeing a 103% rise in payment guarantees since 2022. Even WNBA players experienced substantial growth in compensation. Advertisers are increasingly consolidating resources, opting for fewer, high-impact productions featuring well-known personalities.

Despite the perceived safety of celebrity endorsements, experts caution that a widespread adoption of this

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