How much do actors in Super Bowl commercials make?

How much do actors in Super Bowl commercials make?

Unpacking the salaries, fame, and exposure behind the most-watched ads on television

(By Carmichael Phillip)

(Photo by Sporlab on Unsplash)

Why Super Bowl commercials are so valuable

Super Bowl commercials are among the most coveted advertising spots in the world. With over 100 million viewers tuning in annually, brands shell out upwards of $7 million for just 30 seconds of airtime. Because of this staggering investment, advertisers go all-in with top-tier production, A-list celebrities, and elaborate storytelling.

The visibility of these commercials makes them an incredibly powerful platform—not just for brands, but for the actors featured in them. Appearing in a Super Bowl ad can catapult a relatively unknown actor into national fame or solidify a celebrity’s commercial endorsement portfolio.

Actor pay varies widely depending on several factors: whether they’re a union (SAG-AFTRA) member, their celebrity status, how many versions of the commercial are filmed, and how often the ad airs.

For non-celebrity actors, appearing in a Super Bowl ad can earn them anywhere from $3,500 to $25,000 for the initial shoot. However, additional payments come in the form of residuals—payments actors receive each time the commercial airs. If the spot airs multiple times after the game or across different regions, those payments can add up.

According to SAG-AFTRA guidelines, a union actor in a national network commercial is guaranteed minimum payments starting around $712 for the first airing, with residuals for each subsequent airing.

For celebrity actors, the fees are significantly higher. A high-profile celebrity can command anywhere from $500,000 to $2 million or more for a single 30-second commercial. In some cases, those numbers exceed their salaries for full-length movie roles—especially when the deal includes social media promotion or extended campaign usage.

To put things into perspective, here are a few notable examples:

Ben Affleck – Dunkin’ Donuts (2023): The Oscar-winner and Boston native reportedly earned over $10 million for appearing in and co-producing Dunkin’s Super Bowl ad. The viral commercial showed him working the drive-thru window and interacting with surprised customers—plus, it featured a cameo by Jennifer Lopez.

Larry David – FTX (2022): The “Curb Your Enthusiasm” star was paid a rumored $5 million to appear in a satirical crypto ad. While FTX later collapsed in scandal, the actor’s performance was a highlight of the commercial season.

Paul Rudd and Seth Rogen – Lay’s (2022): These two comedic actors starred in a funny, nostalgic Lay’s commercial. Although exact figures weren’t released, both are known to command between $1–2 million for national campaigns, especially during high-profile events like the Super Bowl.

Anna Kendrick – Rocket Mortgage (2023): As a well-known actress and endorser, Kendrick reportedly earned around $750,000 for her playful Barbie-themed commercial. The ad stood out for its clever storytelling and helped boost brand engagement significantly.

While celebrities grab the headlines, many lesser-known actors get their big break during the Super Bowl. Take the “Jake from State Farm” reboot featuring actor Kevin Miles, who transitioned from obscurity to nationwide recognition almost overnight. While his early earnings were modest (estimated around $10,000–$25,000), the popularity of his role turned into a long-term gig with significant increases in income, brand deals, and event appearances.

Another example is the E*TRADE baby, voiced and acted by various performers over the years. While the babies themselves are too young to understand fame or finances, the voice actors and motion capture artists behind them can earn $5,000–$15,000 depending on the complexity of the job and union agreements.

Residual payments can often exceed the original paycheck for an actor in a Super Bowl commercial. Once a commercial airs nationally and is reused in future campaigns, the earnings stack up. If a spot is replayed during March Madness, the NFL draft, or on YouTube ads, actors receive residuals accordingly.

For example, a 30-second national commercial airing 10 times could net a SAG-AFTRA actor $7,000–$10,000 just from residuals. If the ad is edited into shorter clips, appears on streaming platforms, or is licensed internationally, that number could multiply.

It’s worth noting that non-union actors often do not receive residuals, which is why many try to join the union once they’ve booked a major gig.

Nowadays, being in a Super Bowl commercial often involves more than just appearing on TV. Brands typically launch teaser campaigns, social media rollouts, and bonus content leading up to game day.

Actors—especially celebrities—can negotiate additional compensation for posting about the commercial on Instagram, X (Twitter), TikTok, or YouTube. For A-list names, a single social media post can be worth $100,000 to $500,000 depending on follower count and engagement.

For example, when Bryan Cranston reprised his “Breaking Bad” role in a PopCorners Super Bowl ad, he also participated in pre-game teasers and social media drops—boosting his payday significantly.

While movie stars can earn millions for feature films, the time commitment is far greater—often months of work compared to a few days for a commercial. That’s why some actors find commercial gigs incredibly appealing.

For example, an actor might make $2 million for a 4-month shoot on a streaming series, but a 30-second Super Bowl ad with a couple of days of work could yield nearly the same. For celebrities seeking flexibility or a financial boost between roles, the Super Bowl is a goldmine.

Even for working actors, being in a Super Bowl commercial can equate to half a year’s income in one go. It also gives them something prestigious to add to their resume.

So how does an actor land one of these plum roles?

Casting directors often start months in advance, especially when celebrities are involved. For non-famous actors, the process usually involves traditional auditions or callbacks. Agencies might pitch clients for specific roles, or actors may submit self-tapes.

In celebrity cases, there are often direct negotiations between talent agencies and brands, facilitated by PR reps or managers. A big-name star might receive multiple offers and pick based on personal branding or previous relationships.

Additionally, actors with commercial appeal—good comedic timing, relatability, or standout looks—often get chosen repeatedly across years, building a steady income stream.

Super Bowl commercials often include animated segments or memorable voiceovers. Voice actors in these roles can earn between $2,000 and $10,000, depending on the role’s prominence and union status.

For example, in Bud Light’s famous “Dilly Dilly” ads, the voiceover became iconic. Though not a celebrity, the voice actor reportedly made more through residuals as the campaign extended over multiple seasons.

Animation performers (like those doing motion capture for animals or characters) might also receive additional pay depending on complexity.

Absolutely. For both celebrities and lesser-known actors, being in a Super Bowl commercial is often one of the most lucrative, high-impact gigs available. While some only see a one-time payday, many actors parlay the opportunity into bigger jobs, long-term endorsement deals, or even cult followings.

In today’s fast-moving entertainment industry, visibility is everything. And there are few stages bigger—or more rewarding—than a Super Bowl commercial.

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