Canadians will see Super Bowl ads in ’ 17
CRTC rules advertising clips an integral part of game broadcast
A baby expounding on the
TORONTO benefits of online stock trading. A pint- sized Darth Vader using the Force to power his father’s sedan. Burt Reynolds being kicked in the groin by a bear.
Americans watching the Super Bowl are fed big- budget, celebrityheavy commercials that have become almost as big a draw as the game, and Canadians have been missing out — but not for much longer.
This year could be the last in which Canadians are prevented from watching American commercials during the big game after the CRTC ruled the U. S. ads were an integral part of the Super Bowl broadcast.
The federal regulator ordered Bell, which owns the exclusive rights to the NFL championship through 2019, to stop inserting Canadian ads for customers watching the game on an American channel.
That means after the new rule comes into effect in 2017, Canadians wishing to watch the U. S. ads during the Super Bowl can simply switch over from CTV to Fox, which has the U. S. broadcast rights next year.
Perry MacDonald, who heads Bell’s English- language TV business, said the CRTC’s “arbitrary” decision makes no sense, given the importance of ad revenues beyond his company’s bottom line.
“A decision like this will have a direct impact on Bell Media’s continuing ability to support Canadian jobs, generate tax revenues and contribute to Canadian programming,” he said.
Bell is challenging the decision in the Federal Court of Appeal and the NFL has filed a brief supporting the company’s claim.
MacDonald said many of the U. S. ads are available online — some of them even before the game. He said the CRTC’s ruling hurts the ability of Canadian companies to reach their market and harms Bell’s ability to promote Canadian shows.
“This decision takes money out of the Canadian economy and puts it into the hands of American companies that will get additional exposure to millions of Canadian consumers at no additional cost, while making it impossible for homegrown businesses to participate in the most important advertising event of the year,” he said.
Some U. S. ads make their way to the Canadian airwaves, but most do not. And despite the lack of U. S. ads, the game remains one of the highest- rated TV shows in Canada.