This is Michael Wolfe's annual review of TV commercials for Super Bowl 2020 using data from Advertising Benchmark Index or ABX.  Wolfe is CEO of Bottom-Line Analytics and a foremost thinker in the realm of market mix modeling. His purpose here is not just to review ad copy scores of individual ads, but also to understand key lessons of what makes these ads different from ordinary advertising and the special role they play in an advertiser's marketing mix, For more information, see our informational page - Creative Testing for ROAS, ROI and Predictive Analytics.