As the cornerstone of many living rooms around the world, the TV set remains a fixture for media consumption. That consumption, however, looks much different than it did a few years ago.

Finding the right fit for on-air talent—whether it be for a new television ad creative or as a replacement host of a hot morning talk show—is a tough job for talent decision makers these days. However, pinpointing the best personality to attract the right audience can drive big results.

At $5 million for 30 seconds, brands want their Super Bowl commercials to capture attention, connect with viewers and drive sales. Spending big bucks on an A-list actor or popular musician can have its benefits, but does a celebrity guarantee success?