Analysis: Comparing Super Bowl ads on CTV and FOX

CTV (CFCF Montreal)

6:36pm Beginning of substitution (Videotron), kickoff

6:45pm

  • Watch to Win (60s)

Toyota Safety Sense (30s)

  • Subway Chipotle Steak & Cheese (30s)

6:53pm

  • Toyota — Acts of Truck: Restoration (15s)
  • Toyota — Acts of Truck: Chairlift (15s)
  • Watch to Win promo (10s)

Dairy Queen — Honey BBQ Glazed Chicken Strip Basket (30s)

  • Travel Manitoba (30s)
  • Letterkenny promo (15s)
  • Saving Hope promo (5s)

7:00pm

  • Watch to Win (15s)
  • Toyota Corolla (30s)

Coca-Cola Antarctic Summer (60s)

A nice ad, but it’s nine months old.

  • Quantico promo (10s)

7:04pm: End of first quarter

  • Toyota sponsorship promo (5s)
  • Toyota Rav4 (30s)

Wealthsimple — Mad World (60s)

A rare Canadian-only ad that was cut for the Super Bowl, though it had been on TV before.

  • Pirates of the Caribbean: Dead Men Tell No Tales (45s)

The 45-second version of this ad wasn’t posted, but here’s a longer one. This ad also appeared on Fox, but in the next commercial block.

  • Bell wireless (10s)

7:07pm: Start of second quarter

7:09pm

  • Watch to Win (30s)
  • Dear air (9s)
  • Tylenol (in progress, 6s)

Pistachios (15s)

This ad aired simultaneously on Fox.

  • Tim Horton’s coffee (30s)

Walmart Canada — Toothless (30s)

New for the Super Bowl.

  • Designated Survivor promo (5s)

7:13pm

Bell Fibe TV (30s)

World of Tanks — Real Awful Moms (15s)

Aired about 10 minutes earlier on Fox.

World of Tanks — Stiffedra (15s)

  • Tylenol (15s)

Repeat of earlier ad. A 30-second version of this ad is posted here.

  • Cardinal promo (15s)

7:17pm

  • Guardians of the Galaxy Vol. 2 (45s)

A 60-second version of this ad is posted here.

H Gregoire (15s)

Local ad.

Amir (30s)

Local ad.

H Gregoire (15s)

Local ad.

  • Masterchef Canada (30s)

7:22pm

GMC Sierra — Wave (30s)

McDonald’s — Big Mac Bacon Debate (60s)

A cute new ad from McDonald’s Canada. There’s also a French version.

  • Watch to Win promo (10s)
  • Designated Survivor promo (15s)
  • This Is Us promo (5s)
  • Halftime show promo (15s)

7:30pm

PC Financial World Elite MasterCard (30s)

  • The Keg Steakhouse (30s)

Mazda CX-9 — Crafted (30s)

  • The Source closed captioning promo (10s)
  • The Voice promo (15s) — based on this 60-second version
  • Heavy Rescue 401 promo (5s)

7:45pm

  • Scotiabank Scene debit card (30s)

National Car Rental (30s)

  • Reese’s Mix (15s)
  • Dodge Ram (30s)
  • Grey’s Anatomy promo (5s)

7:49pm

  • Watch to Win (30s)

Budweiser — Born the Hard Way (60s)

  • Tim Hortons Roll up the Rim (30s)
  • Training Day promo (15s)
  • Bell Fibe TV (5s)

7:53pm

  • This Is Us promo (30s)
  • TSN March Madness (30s)
  • Full Frontal/Beaverton promo (30s)

8:03pm: End of second quarter

8:04pm

Honda Canada — Anywhere You Want To Go (30s)

New for the Super Bowl.

  • TD Insurance (30s)
  • Casper Mattress (30s)

Cooper Tires (30s)

“An American company since 1914.”

  • Billions (Crave TV) promo (30s)
  • Oscars promo (8s)

8:09pm

  • Watch to Win (30s)
  • Fidelity Investments (30s) — Same as earlier ad
  • Mazda CX-9 — Crafted (30s) — Same as earlier ad

8:12pm

8:13pm: Start of halftime show

13 thoughts on “Analysis: Comparing Super Bowl ads on CTV and FOX

  1. Mimo

    I definitely made the right decision to watch FOX. I’m noticing that a lot of these ads are not new, and many were repeated. It wasn’t until overtime that FOX repeated an ad. The quality of the Canadian ads really doesn’t compare,and truth be told, I’m going to be seeing them for the next several months anyway. My girlfriend found the viewing experience so much better than in past years. She is still talking about the KIA Eco Warrior ad with Melissa McCarthy, an ad she never would have seen with sim sub. I am so happy to have been spared that National Car Rental ad. They annoy me. They do run on U.S. channels but much less often.

    Reply
  2. Gazoo28

    Just curious. Three of the four winners from CTV contest were located out west. Two in BC and one in Alberta.
    Coincidence or issue with the texting system. People here who tried received the message that their text was received after the time limit. Strange when their texts were sent within 30 seconds after the key word was announced.

    Reply
  3. Brent Michaud

    Kind of puts the lie to the Bell claim that only 100 people complained about simsub. I was listening to CJAD Sunday morning around 8:25ish and the host said that all the American ads could be seen on CTV. I would like to give Ken the benefit of the doubt and say he made a mistake, but I am wondering if Bell hosts were given an edict to confuse listeners with this type of announcement. I trust Bell abouit as far as I can spit a T.Rex. Thankfully I have OTA and simsub is never an issue for me.

    Reply
    1. Fagstein Post author

      I am wondering if Bell hosts were given an edict to confuse listeners with this type of announcement.

      I see no reason why Bell would tell its employees to lie on the air.

      Reply
        1. Fagstein Post author

          Given their obfuscation vis a vis skinny cable packages

          There’s a difference between “obfuscation” and straight-up lying. If you have proof Bell Media told anyone to lie to the public to commit fraud, feel free to report it to the relevant authorities.

          Reply
    2. Brett

      I watched the CTV feed because I only watch TV over the air. My indoor antenna only gets Montreal stations. Their ads where old and ones I seen way to many times.

      Reply
  4. dilbert

    The Superbowl is over and CTV didn’t declare bankruptcy. Moreover, they still had millions of people watching who didn’t shift to the direct US feed.

    Smells like Bell just go caught way over hyping the implications. Want to bet the CRTC expands the simsub ban soon? Maybe ALL live programming?

    Reply
    1. Fagstein Post author

      Smells like Bell just go caught way over hyping the implications.

      Bell Media said its audience would be cut by about half. It was cut by about half.

      Reply
      1. dilbert

        SO when they renegotiate to get the rights for the Superbowl, they can offer half…. problem solves itself. Then they can work on boosting their audience by improving the overall content and perhaps adding value. Nah, they wouldn’t do that, that is work compared to a Simsub free lunch!

        Reply
        1. Fagstein Post author

          SO when they renegotiate to get the rights for the Superbowl, they can offer half…. problem solves itself.

          Yeah, this is why the NFL is fighting this decision.

          Reply

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