Analysis: Comparing Super Bowl ads on CTV and FOX

8:26pm: End of halftime show

Benylin (15s)

  • Tylenol Arthritis (15s)
  • Watch to Win promo (10s)

Peoples — We Believe (30s)

Two ladies getting married is about as edgy as Canadian ads got during the Super Bowl.

Coors Light — The Journey (30s)

Bell — Fast Lives Here (30s)

  • Heavy Rescue 401 Discovery promo (5s)

8:31pm

  • Watch to Win (30s)
  • NFL Play 60 (30s)
  • Subway Chipotle Steak & Cheese (30s) — Same as earlier ad
  • Letterkenny promo (15s)
  • The Source closed captioning promo (10s)

8:35pm: Start of third quarter

8:38pm

  • Watch to Win (30s)
  • Nissan sponsorship promo (5s)

Nissan Titan (30s)

Reese’s Big Cup (15s)

  • PurLift (30s) — Local ad.
  • The Voice promo (30s) — Same as earlier ad

8:45pm

  • Nissan Conquer All Conditions Sales Event (30s)

Sun Life Financial — Money for Life (30s)

  • Watch to win promo (10s)

Persil ProClean featuring Bill Nye (30s)

Fox also aired this ad during the same commercial block, 20 seconds later.

  • Subway Chipotle Steak & Cheese (15s) — Same as earlier ad
  • TSN TradeCentre (5s)

8:54pm

Nissan Rogue — Return of the Snowmen (30s)

Boston Pizza gourmet pastas (15s)

  • Blindspot promo (15s)

9:06pm

  • Nissan sponsorship promo (5s)

Nissan Murano — Icy Bridge (30s)

CIBC Smart chequing account (30s)

  • McDonald’s — Big Mac Bacon Debate (15s) — Shorter version of earlier ad
  • Masterchef Canada promo

9:10pm

  • A&W Chicken Buddy Burger (30s) — A 20-second version of this ad is here
  • Canadian Tire Motomaster Eliminator (30s) — This is a three-year-old ad
  • Fidelity Investments (30s) — Same as earlier ad
  • Cardinal promo (30s)

9:18pm: End of third quarter

  • Watch to Win (30s)
  • CBC Bellevue (30s)
  • National Car Rental (30s) — Same as earlier ad
  • Nissan sponsorship promo (30s)
  • Bell Fibe TV (30s) — Same as earlier ad
  • Saving Hope promo (6s)

9:21pm: Start of fourth quarter

9:28pm

  • Watch to Win (30s)
  • GMC Sierra sponsorship promo (5s)
  • GMC Sierra (30s) — Same as earlier ad
  • McDonald’s — Big Mac Bacon Debate (15s) — Shorter version of earlier ad
  • PC Financial (30s) — Same as earlier ad
  • Bell Fibe TV (30s) — Same as earlier ad

9:31pm

Chevy Silverado (30s)

Scotiabank — Hockey Dreams (30s)

  • Cardinal promo (10s)
  • Bell — Fast Lives Here (30s) — Same as earlier ad
  • TSN TradeCentre promo (10s)

9:35pm

  • Chevy Silverado (30s) — Same as earlier ad
  • Coca-Cola Antarctic Summer (60s) — Same as earlier ad
  • Saving Hope promo (15s)
  • Bell (5s)

9:42pm

  • GMC Sierra sponsorship promo (5s)
  • Fidelity Investments (30s) — Same as earlier ad
  • A Cure for Wellness (30s) — This is a different cut than the one that aired on Fox
  • Bell closed captioning sponsorship promo (10s)

GMC Acadia (30s)

  • Heavy Rescue 401 promo (10s)

10:01pm

  • Watch to Win (30s)
  • GMC Acadia (30s) — Same as earlier ad
  • The Keg (30s) — Same as earlier ad
  • Canadian Tire Motomaster Eliminator (30s) — Same as earlier ad
  • CTV National News promo (10s)
  • Bell (5s)

10:15pm: End of fourth quarter

  • Guardians of the Galaxy Vol. 2 (30s) — Shorter version of earlier ad
  • TD Insurance — Same as earlier ad
  • A&W Chicken Buddy Burger (30s) — Same as earlier ad
  • A Cure for Wellness (30s) — Same as earlier ad

10:18pm: Start of overtime

10:24pm: End of overtime

10:26pm: End of simultaneous substitution

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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