What the 2020 Super Bowl ads tell us about creative effectiveness

System1, the international research firm, analyzed all the commercials from the 2020 Super Bowl to understand the main drivers of emotional response and, in turn, creative effectiveness.

As the biggest advertising showcase in the US, Super Bowl commercials have a tendency to be over the top as they strive to grab viewer attention in a uniquely cluttered, competitive brand environment.

But analysis covering this year’s spots, conducted by...