Audience numbers for Super Bowl 2018 were down, thanks partly to the National Anthem controversy. But ad effectiveness was the best in the past six years! Does the lower audience mean these ads were just wasted creative spend? Which demographic group really cares about them? Unlike other polls on the "most liked Super Bowl ads," see what ABX and marketing mix modeler Michael Wolfe tells us about what is working in Super Bowl advertising, and why. From a competitive advertising point of view, what a great show. For more information about competitive intelligence in advertising, click here.