MrBeast, Brad Pitt, and Bad Bunny Win Big in EDO’s Latest Super Bowl Celebrity Engagement Report

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NEW YORK--(BUSINESS WIRE)--Feb 10, 2026--

EDO, the TV outcomes company, released its Super Bowl LX Celebrity EngagementRankerfor 2026 — ranking the most engaging celebrities in Super Bowl LX ads, using real-time consumer behavior to determine which appearances drove the strongest surge in brand engagement online. EDO’s proprietary methodology measures the immediate lift in search activity for each celebrity tied to a Big Game brand campaign.

“The Super Bowl is still the most expensive 30 seconds in advertising — and not every celebrity can carry that weight,” said Kevin Krim, President & CEO of EDO. “Our data shows that celebrity impact is driven by more than just fame. It’s about the right face, in the right story, at the right moment. When that alignment clicks, we see consumer engagement explode.”

EDO’s Celebrity Ranker focused on the impact of talent in national ads during the game and pre-kick coverage, and a separate outcomes analysis shows that Bad Bunny’s Super Bowl LX halftime performance delivered powerful engagement. Bad Bunny’s performance generated incremental engagement on par with top halftime moments of the past measured Super Bowls — trailing only Rihanna and Usher. Beyond halftime, a wide range of stars drove standout engagement, from Hollywood mainstays like Brad Pitt to YouTube-native creators like MrBeast, whose appearance for Salesforce and Slack topped EDO’s charts.

TOP-PERFORMING SUPER BOWL LX CELEBRITIES — 2026

1. MrBeast in Slack’s Vault :30 — 37.3X as much engagement as the median Super Bowl LX ad
2. Brad Pitt in Netflix’s Untitled Film (at ad airing) :60 — 14.1X as much engagement
3. Chris Hemsworth in Amazon’s Chris Hemsworth Thinks Alexa+ Is Scary Good :60 — 13.3X as much engagement
4. Sabrina Carpenter in Pringles’ Pringleleo :30 — 9.3X as much engagement
5. The Backstreet Boys in T-Mobile’s Tell Me Why (T-Mobile's Version) :60 — 8.6X as much engagement
6. Serena Williams in Ro’s (Weight Control), Healthier On Ro :30 — 7.7X as much engagement
7. Mike Tyson in MAHA Council’s Eat Real Food :30 — 7.5X as much engagement
8. Matthew McConaughey in Uber Eats’ Hungry for the Truth :60 — 5.7X as much engagement
9. Guy Fieri in Bosch’s Just A Guy :30 — 4.9X as much engagement
10. Lady Gaga in Pokemon’s What’s Your Favorite? - #Pokemon30 :60 — 4.8X as much engagement

KEY TRENDS IN SUPER BOWL LX CELEBRITY ADVERTISING

Strong Celebrities Drive Strong Brands — When the Fit Is Right

The most effective celebrity appearances at Super Bowl LX didn’t just generate buzz — they delivered measurable brand outcomes. Celebrities who drove outsized engagement around their own names also elevated their brand partners well beyond the Big Game norm. MrBeast’s campaign for Slack and Salesforce generated 2.7x more engagement than the average Super Bowl LX ad, while Brad Pitt’s appearance for a then-unnamed Netflix film teaser and The Backstreet Boys’ spot for T-Mobile ranked among the most engaging celebrity-driven campaigns of the night.

Musicians Converted Cultural Relevance Into Action

Singers and musicians were among the strongest-performing celebrities in Super Bowl LX ads, translating cultural heat directly into consumer search behavior. Sabrina Carpenter ranked fourth overall, driving 9.3x the engagement of the median Super Bowl LX celebrity in her debut for Pringles. She wasn’t alone: The Backstreet Boys (8.6x), Lady Gaga (4.8x), Hailee Steinfeld (2.8x), Machine Gun Kelly (2.7x), and Benson Boone (2.0x) all generated engagement well above the Super Bowl celebrity benchmark, reinforcing how music stars with active fan bases can quickly convert recognition into online exploration.

Non-Traditional Creative Fueled Curiosity — and Searches

Some of the biggest celebrity-driven wins came from ads that resisted over-explaining. MrBeast’s top-ranked performance centered on an unconventional, multi-platform scavenger hunt, while Brad Pitt’s Netflix trailer intentionally omitted the film’s title — prompting viewers nationwide to search “new Brad Pitt movie” in real time.

“As TV evolves, the Super Bowl remains a cultural constant — and a proving ground for brands betting big on celebrity talent,” Krim continued. “What sets the winners apart is authenticity and a logical fit between a captivating celebrity and a brand that matches their persona.”

Find EDO’s complete ranking of Super Bowl LX ad celebrities at EDO.com/sb-celeb and the most engaging ads of the night at EDO.com/SuperBowl.

How EDO ranks celebrities featured in Super Bowl LX ads

EDO has scored every celebrity who appeared in a Big Game ad based on incremental online activity for the celebrity immediately following the associated brand’s ad airing. Each Super Bowl celebrity is indexed to the median-performing celebrity, such that the median-performing celebrity is scored at 100. Data in this release is preliminary and subject to slight adjustments based on EDO’s final Super Bowl analysis.

About EDO

EDO is the TV outcomes company. Our leading measurement platform connects convergent TV airings to the ad-driven consumer behaviors most predictive of future sales. EDO empowers the advertising industry to maximize media impact, measure creative performance, and know the fair value of every impression — across linear and streaming for an increasingly programmatic world. By combining immediate engagement signals with world-class decision science and vertical AI, EDO equips industry leaders with syndicated, investment-grade data that aligns media to business results — with detailed competitive, category, and historical insights. Leading brands, agencies, networks, streamers, and studios trust EDO’s TV intelligence to know what works.

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CONTACT: Media contact

KCSA for EDO

[email protected]

KEYWORD: UNITED STATES NORTH AMERICA NEW YORK

INDUSTRY KEYWORD: SPORTS FOOTBALL TV AND RADIO ADVERTISING MUSIC COMMUNICATIONS CELEBRITY ENTERTAINMENT

SOURCE: EDO

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PUB: 02/10/2026 02:16 PM/DISC: 02/10/2026 02:17 PM

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