MrBeast Beat Brad Pitt for the Super Bowl’s Most-Engaging Celebrity

Matthew McConaughey and other celebs were in Super Bowl commercials all night, all night, all night.

ADWEEK previously reported that 62% of Super Bowl ads had celebrities in them, and those stars were making millions—though perhaps not quite as many millions as in past Big Games.

But with all the money going to star power, which stars paid off the most for brands?

Data and measurement company EDO has calculated the incremental consumer engagement of each celeb who appeared in a Super Bowl ad, seeing how much more searched and engaging they were than the average.

Notably, this is for ads only, so halftime performers were ranked separately. EDO said Bad Bunny was “right up there” with the incremental engagement levels of performers from the past five Super Bowls, and it “wasn’t even close” when compared to TPUSA’s counterprogramming with Kid Rock, who had “a fraction of the incremental engagement that Bad Bunny generated.”

According to EDO, when looking at the ads, digital creator and entrepreneur MrBeast ultimately topped the list, having more than double the engangement of the No. 2 star on the list, Brad Pitt.

“Perhaps most notably, social influencers and creators were frankly underrepresented,” EDO CEO Kevin Krim said. “As someone who’s professionally studied Super Bowl ads for over a decade now, I was struck that the remainder of the top rankings was a familiar mix of mainstream celebrities from film, music, and sports. The influencer and creator generation have not broken through to Super Bowl-level prominence yet.”

See a closer look at EDO’s Top 10 Most Engaging Celebrities below:

1. MrBeast, Salesforce (Engagement Index: 3,733)

MrBeast teamed up with Salesforce on a 30-second spot, “The Vault,” which kicks off a game of puzzles culminating in a million-dollar prize. The ad performed despite airing in the fourth quarter of a largely uneventful Super Bowl.

2. Brad Pitt, Netflix (Engagement Index: 1,413)

Brad Pitt took second place in the chart with a surprise ad for Netflix’s upcoming Once Upon a Time in Hollywood sequel. EDO noted that searches for Brad Pitt saw a “massive spike” as people tried to figure out what the movie was.

3. Chris Hemsworth, Amazon (Engagement Index: 1,334)

In Amazon’s 60-second Super Bowl ad, “Alexaaaa+,” Chris Hemsworth thinks AI is trying to kill him, and Amazon’s Alexa+ AI isn’t helping to ease his mind.

4. Sabrina Carpenter, Pringles (Engagement Index: 930)

Instead of another Manchild, Sabrina Carpenter decides to date her potato crisps in Pringles’ Super Bowl 60 ad, “Pringleleo.”

5. The Backstreet Boys, T-Mobile (Engagement Index: 861)

Oh my God, they’re back again. The Backstreet Boys say they “Want It That Way” in a 60-second spot for T-Mobile, with the group showing up in T-Mobile’s Times Square store. Another of the group’s songs was featured in a Coinbase ad.

6. Serena Williams, Ro (Engagement Index: 769)

Ro, a direct-to-consumer healthcare business that sells GLP-1 medications such as Ozempic, Wegovy, and Zepbound, made its Super Bowl debut with an ad starring brand ambassador Serena Williams.

7. Mike Tyson, MAHA (Engagement Index: 751)

Mike Tyson calls overweight people “fudgey” in a 30-second Super Bowl ad from the MAHA Center, an advocacy group aligned with Health and Human Services Secretary Robert F. Kennedy Jr.’s Make America Healthy Again movement.

8. Matthew McConaughey, Uber Eats (Engagement Index: 570)

Uber Eats continues its food conspiracy in a 60-second Super Bowl ad starring Matthew McConaughey and Bradley Cooper, with the former guiding viewers through the game’s history and pointing out all the food-related Easter eggs.

9. Guy Fieri, Bosch (Engagement Index: 496)

In Bosch’s Super Bowl ad, Flavortown has a new Guy Fieri, with the celebrity chef losing his frosted tips to declare he’s “just a guy.”

10. Lady Gaga, Pokémon (Engagement Index: 479)

Pokémon kicked off its 30th anniversary with a Super Bowl ad shown during the third quarter, and the celebs were all over it. Comedian Trevor Noah, Formula One driver Charles Leclerc, Puerto Rican rapper Young Miko, K-pop star Jisoo, and Canadian actress Maitreyi Ramakrishnan all appeared. However, Lady Gaga claimed the most engaging title, somehow singing with Bad Bunny and Jigglypuff in the same night.

See EDO’s celebrity ranker here, and a more extensive list of the most engaging celebrities below:

MrBeast — Slack: Vault (Engagement Index: 3733)
Brad Pitt — Netflix: The Adventures of Cliff Booth (Engagement Index: 1413)
Chris Hemsworth — Amazon: Chris Hemsworth Thinks Alexa+ Is Scary Good (Engagement Index: 1334)
Sabrina Carpenter — Pringles: Pringleleo (Engagement Index: 930)
The Backstreet Boys — T-Mobile: Tell Me Why (T-Mobile’s Version) (Engagement Index: 861)
Serena Williams — Ro (Weight Control): Healthier On Ro (Engagement Index: 769)
Mike Tyson — MAHA Council: Eat Real Food (Engagement Index: 751)
Matthew McConaughey — Uber Eats: Hungry for the Truth (Engagement Index: 570)
Guy Fieri — Bosch: Just A Guy (Engagement Index: 496)
Lady Gaga — Pokémon: What’s Your Favorite? – #Pokemon30 (Engagement Index: 479)
Bradley Cooper — Uber Eats: Hungry for the Truth (Engagement Index: 465)
Marshawn Lynch — Nike: We Run It Now (Engagement Index: 367)
Adrien Brody — Intuit TurboTax: The Expert: Rain (Engagement Index: 365)
Sofía Vergara — Boehringer Ingelheim: Mission – Detect the SOS (Engagement Index: 316)
Jennifer Aniston — Dunkin’: Good Will Dunkin’ (Engagement Index: 312)
Hailee Steinfeld — State Farm: Stop Livin’ on a Prayer (Engagement Index: 280) (first airing of ad)
Emma Stone — Squarespace: Unavailable (Engagement Index: 273)
Machine Gun Kelly — T-Mobile: Tell Me Why (T-Mobile’s Version) (Engagement Index: 273)
Matthew Broderick — Genspark: Take the Monday After the Super Bowl Off (Engagement Index: 251)
Kurt Russell — Michelob Ultra: The ULTRA Instructor (Engagement Index: 225)
George Clooney — Grubhub: The Feest (Engagement Index: 212)
Elsa Pataky — Amazon: Chris Hemsworth Thinks Alexa+ Is Scary Good (Engagement Index: 208)
Ben Affleck — Dunkin’: Good Will Dunkin’ (Engagement Index: 208)
Ted Danson — Dunkin’: Good Will Dunkin’ (Engagement Index: 202)
Benson Boone — Instacart: Bananas (Engagement Index: 202)
Andy Samberg — Hellmann’s: Longform (Engagement Index: 193)
Ben Stiller — Instacart: Bananas (Engagement Index: 190)
Kendall Jenner — Fanatics: Bet on Kendall (Engagement Index: 174)
Danny Trejo — Wegovy: A New Way (Engagement Index: 174)
Scarlett Johansson — Ritz Crackers: RITZ Island (Engagement Index: 171)
Andy Cohen — Nerds: Taste Buds (Engagement Index: 149)
Matthew Broderick — Genspark: Take the Monday After the Super Bowl Off (Engagement Index: 144)
Jon Hamm — Ritz Crackers: RITZ Island (Engagement Index: 144)
Rob Gronkowski — Novartis: Relax Your Tight End (Engagement Index: 142)
Bon Jovi — State Farm: Stop Livin’ on a Prayer (Engagement Index: 138)
Tom Brady — Dunkin’: Good Will Dunkin’ (Engagement Index: 128)
Charli XCX — Poppi: Vibes (Engagement Index: 123)
Trevor Noah — Pokémon: What’s Your Favorite? – #Pokemon30 (Engagement Index: 116)
Post Malone — Bud Light: Keg (Engagement Index: 114)
Jeff Goldblum — Apartments.com: Can’t Live There (Engagement Index: 109)
DJ Khaled — Wegovy: A New Way (Engagement Index: 108)
Charles Leclerc — Pokémon: What’s Your Favorite? – #Pokemon30 (Engagement Index: 106)
Doechii — Levi’s: Behind (Engagement Index: 94)
Hailee Steinfeld — State Farm: Stop Livin’ on a Prayer (Engagement Index: 90) (second airing of ad)
Lamine Yamal — Pokémon: What’s Your Favorite? – #Pokemon30 (Engagement Index: 83)
Sam Neill — Xfinity: Jurassic Park… Works (Engagement Index: 79)
KATSEYE (Musical Group) — State Farm: Stop Livin’ on a Prayer (Engagement Index: 78)
Jeff Goldblum — Xfinity: Jurassic Park… Works (Engagement Index: 74)
Jisoo — Pokémon: What’s Your Favorite? – #Pokemon30 (Engagement Index: 71)
Rachel Sennott — Poppi: Vibes (Engagement Index: 55)
iShowSpeed (Streamer/Influencer) — Meta: Athletic Intelligence Is Here ft. Spike Lee (Engagement Index: 54)
Colin Jost — DraftKings: Live-ish (Engagement Index: 52)