Analysis: Comparing Super Bowl ads on CTV and FOX

8:26pm: End of halftime show

  • Pepsi/Intel Halftime Show outro (10s)

https://www.youtube.com/watch?v=3QO1LVh9O1I

Genius (45s)

Feud: Bette and Joan (10s)

Local ads:

  • Vermont Transportation Agency anti-drunk-driving (15s)
  • New England Toyota Washington Birthday Sales Event (30s)
  • Vermont Department of Health 802-QUITS (30s)
  • Sugar House Bar & Grill (30s)
  • Vermont Transportation Agency anti-drunk-driving (15s)
  • Planet Fitness Vermont (5s)

8:31pm

NFL — Super Bowl Baby Legends (30s)

Feud: Bette and Joan (10s)

  • 24: Legacy promo (5s)

Local ads:

  • WFFF Local Fox 44 Sports (15s)
  • WFFF Local Fox 44 Weather (15s)

Positive Coaching Alliance (20s)

  • T-Mobile sponsorship promo (5s)

8:35pm: Start of third quarter

8:38pm

  • Intel sponsorship promo (5s)

https://www.youtube.com/watch?v=G6u10YPk_34

Audi — Daughter (60s)

This ad caused some controversy for a message at the end saying Audi supports equal pay for equal work, which in America is controversial.

https://www.youtube.com/watch?v=GDzMxlw2Fgo

Mr. Clean — Cleaner Of Your Dreams (30s)

  • 24: Legacy promo (15s)

https://www.youtube.com/watch?v=2y5VicgS9KM

Snickers — A Live Super Bowl Commercial featuring Adam Driver (30s)

Funny, but not actually live. There’s a longer version.

8:45pm

Budweiser — Born the Hard Way (60s)

https://www.youtube.com/watch?v=8IZpNLPVkrg

T-Mobile — #BagofUnlimited featuring Martha Stewart and Snoop Dogg (30s)

Persil ProClean featuring Bill Nye (30s)

CTV also aired this ad during the same commercial block, and 20 seconds earlier.

8:54pm

https://www.youtube.com/watch?v=1dQ9a5EFZeI

Kia — Hero’s Journey featuring Melissa McCarthy (60s)

It’s a 10 Hair Care (30s)

A not-so-subtle dig at Donald Trump.

Stranger Things 2 on Netflix (30s)

9:06pm

A Cure for Wellness (30s)

https://www.youtube.com/watch?v=XeFNoT3zOvk

Evony — The Battle of Evony (30s)

The Walking Dead (15s)

Fiji Water (15s)

  • NFL Future of Football: Viconic (10s)
  • Budweiser/84 Lumber/H&R Block sponsorship promo (15s)

9:10pm

Baywatch (30s)

https://www.youtube.com/watch?v=p7Qek70eLxk

Alfa Romeo — Dear Predictable (60s)

https://www.youtube.com/watch?v=b49dfTUFFZQ

T-Mobile — Punished featuring Kristen Schaal (30s)

  • Daytona 500 featuring The Simpsons (20s)
  • Genius promo (10s)

9:18pm: End of third quarter

NFL — Inside These Lines (60s)

Local ads:

  • Dead air (6s)
  • VTel Wireless (30s) — Second airing
  • Honda CR-V (30s)
  • Xfinity (30s)
  • Planet Fitness Vermont (5s)

9:21pm: Start of fourth quarter

9:28pm

WIX.com featuring Jason Statham and Gal Gadot (30s)

https://www.youtube.com/watch?v=w8jpq12R5tU

Amazon Alexa — Buster (10s)

  • Turkish Airlines featuring Morgan Freeman (30s)

A 45-second version of this ad is here.

https://www.youtube.com/watch?v=OTf5ANFbcZY

Amazon Alexa — My Girl (10s)

King’s Hawaiian — False Cabinet (30s)

https://www.youtube.com/watch?v=eAtm26CYPYI

Amazon Alexa — Finger Lick (10s)

Legion — Evolve (15s)

  • Coca-Cola sponsorship promo (5s)

9:31pm

https://www.youtube.com/watch?v=aYeXldMEpV8

Bud Light — Ghost Spuds (90s)

  • NFL copyright notice (10s)
  • Bud Light, Kia sponsorship promo (10s)

9:35pm

https://www.youtube.com/watch?v=pNCG9fHGXB0

T-Mobile — NSFWireless featuring Kristen Schaal (60s)

A second similarly-themed Schaal T-Mobile ad.

https://www.youtube.com/watch?v=ZUDkrkykvZs

Nintendo Switch (30s)

  • NFL Future of Football: Cleats (10s)
  • 24: Legacy promo (5s)
  • T-Mobile sponsorship promo (5s)

9:42pm

  • Mercedes — Easy Driver (30s)

A 60-second version of this ad is here.

Fox Sports — Happy Daytona Day (60s)

  • 24: Legacy promo (15s)
  • Legion promo (5s)
  • Mercedes sponsorship promo (5s)

10:01pm

https://www.youtube.com/watch?v=1uF81gmh9IQ

Alfa Romeo — Mozzafiato (30s)

https://www.youtube.com/watch?v=FldraNteYro

Sprite featuring LeBron James (30s)

https://www.youtube.com/watch?v=aZo4yKpROL0

KFC Georgia Gold (15s)

https://www.youtube.com/watch?v=rgOTtAJyMc4

Tide featuring Terry Bradshaw and Jeffrey Tambor (15s)

Follow-up to previous ad

https://www.youtube.com/watch?v=6abi50ry_1g

Samsung Galaxy — Feel The Raid (30s)

Tie-in with 24: Legacy

  • APB (15s)
  • Alfa Romeo sponsorship promo (5s)

10:15pm: End of fourth quarter

With this being the first ever Super Bowl game to go to overtime, this commercial block was not guaranteed or even likely. As the Wall Street Journal explains, these advertisers bought ads knowing they might not air. Two of the aired previously in the Super Bowl, while the other two were new, though neither were brand new ads.

https://www.youtube.com/watch?v=2Hs8dJEr1Zk

Proactiv — Towel Drop (30s)

SoFi Loans — Together (30s)

10:24pm: End of overtime

10:26pm: End of simultaneous substitution

Other ads (likely aired outside of substitution period)

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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