Super Bowl Advertisers Wix and Squarespace Compete for Attention – A First-Look at Average View Rate Data

UPDATE [Friday, Feb. 5, 2016, 1:00 p.m. PT] — Two website-building companies, Wix and Squarespace, have ads in Super Bowl 50.

Wix bought ad time for its ad before the game and so far is doing pretty great in terms of average view rate, a measure of how much of the ad, on average, viewers are actually watching (before engaging in tune-out behavior: changing the channel, turning off the TV or bringing up the guide). The pre-release of the 30-second Wix Super Bowl 50 ad, featuring “Kung Fu Panda” characters, currently has an impressive 96.91% average view rate. Wix has backed its Super Bowl 50 ad with, so far, 353 national TV airings.

Squarespace has a different, more complicated strategy. Comedians Keegan-Michael Key and Jordan Peele are set to star in a Super Bowl 50 ad in which they’ll play Lee and Morris, wannabe sportscasters. Not only has Squarespace run TV and online teasers starring Key & Peele as Lee & Morris, the actual Super Bowl 50 ad on Sunday will encourage viewers to head to the Squarespace website, where Lee & Morris will be doing live commentary in a webcast that will stream during the big game.

The so-called “Real Talk” teaser that Squarespace has run on TV 25 times so far currently has an 89.34% average view rate.




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