we partnered with winona ryder. own she is her, the t named after, winona, minnesota. a journey of self-discovery. yeah, it is a clever spot. taylor: now, this is not your first year. i believe it is your seventh or eighth year going on the super bowl? is it just an eyeballs number? anthony: this will be the sixth year running an ad. it is a special space for us because, one, there is no other event like it. over 100 million people are tuning in and most of them actually watch the ads. for a company like ours where creativity is important, it gives us a special stage to be able to put a message out there in front of them. it lets us take liberties we wouldn't take in a traditional ad campaign. taylor: anthony casalena of squarespace, thank you for joining us. now sticking with the super bowl, ads for sunday's game are heavily underpriced even though audience consumption is extraordinary. we will have details next. this is bloomberg. ♪ taylor: let's get back to our topic on the super bowl and companies paying big money for the coveted ad space during commercial breaks.

commissioner bernal. >> hi, winona. first of all, i share the observations of the director and him. i would add on top of tenacity, your enthusiasm was infectious this whole time. when you were making presentations, you couldn't help but be on board what you were talking about. my favorite moments were when something moved from red to yellow or yellow to green. at the top of the like a great victory. you always shared the credit with your team as well, which is admirable because you had a great team. so thank you for seeing us through that whole period of time. we are deeply grateful, so thank you. >> commissioner chow >> i also want to add my thanks. having followed the episode of the birth of dhr from its conception, shall we call it, and the term during its gestation and the real question whether it could be carried off because of the challenges of transition, i couldn't imagine that came off not only on top but as well as it did. and it's got to be from your leadership. so i want to echo that not only i know for the many years that you have been working here but particularly for

commissioner bernal. >> hi, winona. first of all, i share the observations of the director and him. i would add on top of tenacity, your enthusiasm was infectious this whole time. when you were making presentations, you couldn't help but be on board what you were talking about. my favorite moments were when something moved from red to yellow or yellow to green. at the top of the like a great victory. you always shared the credit with your team as well, which is admirable because you had a great team. so thank you for seeing us through that whole period of time. we are deeply grateful, so thank you. >> commissioner chow >> i also want to add my thanks. having followed the episode of the birth of dhr from its conception, shall we call it, and the term during its gestation and the real question whether it could be carried off because of the challenges of transition, i couldn't imagine that came off not only on top but as well as it did. and it's got to be from your leadership. so i want to echo that not only i know for the many years that you have been working here but particularly for

commissioner bernal. >> hi, winona. first of all, i share the observations of the director and him. i would add on top of tenacity, your enthusiasm was infectious this whole time. when you were making presentations, you couldn't help but be on board what you were talking about. my favorite moments were when something moved from red to yellow or yellow to green. at the top of the like a great victory. you always shared the credit with your team as well, which is admirable because you had a great team. so thank you for seeing us through that whole period of time. we are deeply grateful, so thank you. >> commissioner chow >> i also want to add my thanks. having followed the episode of the birth of dhr from its conception, shall we call it, and the term during its gestation and the real question whether it could be carried off because of the challenges of transition, i couldn't imagine that came off not only on top but as well as it did. and it's got to be from your leadership. so i want to echo that not only i know for the many years that you have been working here but particularly for

commissioner bernal. >> hi, winona. first of all, i share the observations of the director and him. i would add on top of tenacity, your enthusiasm was infectious this whole time. when you were making presentations, you couldn't help but be on board what you were talking about. my favorite moments were when something moved from red to yellow or yellow to green. at the top of the like a great victory. you always shared the credit with your team as well, which is admirable because you had a great team. so thank you for seeing us through that whole period of time. we are deeply grateful, so thank you. >> commissioner chow >> i also want to add my thanks. having followed the episode of the birth of dhr from its conception, shall we call it, and the term during its gestation and the real question whether it could be carried off because of the challenges of transition, i couldn't imagine that came off not only on top but as well as it did. and it's got to be from your leadership. so i want to echo that not only i know for the many years that you have been working here but particularly for

winona ryder is plugging squarespace. >> what you doing over there? >> here's mountain dew zero. >> i am thirsty. >> baby! >> reporter: and ellen and portia are show casing amazon's alexa. >> alexa, turn down the thermostat. >> ready? >> our ad expert says she's also seen an effort to be more inclusive to the lgbtq communitu saw with some many will feature humor. to laugh this sunday, at least during the ad segment. >> hopefully not during the game. >> but maybe. >> it's going to be a great game. thank you. >>> we move to a "gma" parenting alert. a new study that looks at whether praise or punishment helps kids focus better at school. take a look. all of us remember tough teachers in the classroom. >> study hard and you will be rewarded. fail to do so and the consequences may be severe. >> reporter: but a new study shows praise can be the most effective way for teachers to get kids to focus. researchers looked at kids in classrooms in three states over three years observing over 2,500 kids from kindergarten through sixth grade. the study finds kids wo