Tag Archives: Super Bowl ads

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Canadian-only Super Bowl commercials disappoint again in 2021

In case you were part of the half of the country that didn’t tune in to the Super Bowl on CTV, TSN or RDS, you may have missed the cool Super Bowl ads.

And if you’re part of the half who did, you probably missed them too, since most of the best ads didn’t air on Canadian television. Instead, you were treated to a bunch of forgettable car commercials, repetitive teasers for CTV programming, unoriginal promos for Crave, and lots of ads for Skip the Dishes somehow.

(I counted five airings of the Jon Hamm spots between kickoff and the end of the CTV broadcast, including three in the first hour, which led to it being the butt of a lot of jokes on Twitter.)

It is unfortunately the reality that we still have to live with (at least those of us not close enough to pick up a U.S. station with an antenna or determined enough to find a bootlegged stream). The CRTC tried to answer consumer demand and allow Canadians access to American ads, but that was overturned by the Supreme Court and its repeal also written into the new North American trade agreement.

If you want to watch the U.S. ads, they’re online. On YouTube’s AdBlitz playlist or on Programming Insider’s more comprehensive list. Some of them are great, some are silly, few are truly memorable, but a lot of them took a lot of effort.

Many of them also aired in Canada. But a lot of them didn’t, either because the advertisers didn’t want to spend the extra money or because their services or products aren’t offered here.

Meanwhile, north of the border, we got some Super Bowl commercials of our own. And they were … not that great. Some tried — Michael Bublé selling Bubly again, and some ads for investing companies — but nothing compared to the U.S. offer.

It’s up to advertisers, not Bell alone, to create a uniquely Canadian Super Bowl ad break experience. Frankly, advertisers have to do more in general to make their ads more interesting. They might think they don’t have to, since Bell has the exclusive broadcasting rights to the Super Bowl in Canada, and people are going to watch it live regardless, but that kind of complacency isn’t going to serve the industry well in the long term.

And Bell could set an example by upping its own game. I get that you’ll have CTV promos (the American broadcast was filled with CBS promos) and ads for Bell Mobility, but maybe you could throw some extra cash at the creative people you haven’t laid off yet and get them to do something a bit more interesting next time.

Anyway, for the sake of keeping a record, here are the ads that most closely resemble “Super Bowl” style that aired only in Canada:

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How Canadians can watch Super Bowl LIV with American ads (the 2021 guide)

Updated for 2021.

Letter from CTV to TV providers, provided to me by a helpful source

The free ride is over. Thanks to a Supreme Court ruling that the CRTC had overstepped its authority in the way it created an exception to simultaneous substitution rules, CTV will once again be taking over the U.S. feed for the Super Bowl on Sunday for Canadian cable and satellite TV subscribers.

And that means Canadians will be looking for loopholes to get around those rules. So here they are.

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Supreme Court overturns CRTC order banning ad substitution during Super Bowl

After three years of Canadian cable TV subscribers having access to American ads during the Super Bowl, we’ll be going back to the previous system after all.

On Thursday, the Supreme Court of Canada ruled that the CRTC exceeded its authority when it issued an order that required cable and satellite TV companies to not substitute U.S. feeds with Canadian ones during the Super Bowl, in response to demands from Canadians to be able to watch the U.S. Super Bowl ads.

The 7-2 decision explicitly leaves open the possibility that the CRTC could use its authority under other sections of the Broadcasting Act to possibly reach the same result. The most obvious way would be under article 4(3) of the Simultaneous Substitution Regulations, which state that the CRTC can declare a condition whereby simultaneous substitution would not be in the public interest, and prohibit it accordingly.

But that won’t happen before the next Super Bowl less than two months away.

Specifically, the court found that article 9(1)h of the Broadcasting Act, the same article that allows the CRTC to require TV distributors to include certain channels in their basic packages and collect fees from every subscriber for them, “does not empower the CRTC to impose terms and conditions on the distribution of programming services generally,” and since the order the CRTC issued in 2016 does not require these companies to distribute the Super Bowl, its wording is invalid.

The article states that the CRTC may “require any licensee who is authorized to carry on a distribution undertaking to carry, on such terms and conditions as the Commission deems appropriate, programming services specified by the Commission.”

The majority found that this wording can’t be stretched to give the CRTC a bunch of powers it doesn’t say it has. The CRTC can order providers to carry certain channels, but that’s not what the Super Bowl order does.

This is notably the third time that an order issued under article 9(1)h has been rejected for this reason. Previous orders invalidated the CRTC’s “value for signal” regime that would have required providers pay for local TV stations, and a requirement for TV providers to abide by the Wholesale Code.

The court did not make decisions on other arguments, such as whether the CRTC has the power to regulate individual programs, or whether the CRTC’s order conflicts with the Copyright Act.

The two dissenting judges found that Bell and the NFL had not met their burden to prove that the CRTC decision was unreasonable, and generally deferred to the CRTC and its expertise in interpreting the section of the Broadcasting Act it was citing. It also found the CRTC’s decision was not invalidated by the Copyright Act.

The decision probably only accelerates a process that was coming anyway, as the Canadian government had already agreed as part of negotiations on a new trade agreement with the U.S. and Mexico to overturn the CRTC’s order.

And, of course, there are still other ways to watch the U.S. Super Bowl ads.

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Canadian Super Bowl ads: A statistical analysis

It was the third year in a row that Bell Media was stuck in its impossible position: One of the biggest television events of the year and half its audience is watching it on a channel it doesn’t control because those people want desperately to avoid Bell Media’s advertisements.

Though the USMCA specifically requires the abolishment of the CRTC’s special rule forbidding simultaneous substitution during the Super Bowl (the Trump administration added it at the request of the NFL, which would see the value of the Canadian rights to the NFL drop significantly if the rule were kept in place), the new trade deal hasn’t been ratified, and the commission isn’t going to act until it is.

If the USMCA is ratified this year (which is a big if), this could be the last time Canadians watching on cable will get to see big-budget ads from T-Mobile and other advertisers that have no interest in Canada.

I followed both the Canadian (TSN5) and U.S. (WCAX-TV Burlington) versions of the Super Bowl broadcast live to compare the two. Bell had no plans for a watch-to-win contest or other gimmick to get Canadians to tune in to its broadcast, and there weren’t many big announcements about big-budget Canadian ads (Bell pointed to one featuring Michael Bublé, but that ad also aired in the U.S.), so I was curious about the quality of the ads that would be broadcast.

Here is a playlist of all the ads I could find on YouTube that aired on CFCF-DT Montreal during the Super Bowl game (between kickoff and the end of the game, when the simsub exception applies).

Some of the ads were Super Bowl ads that appeared on both sides of the border, including one for Marvel’s Avengers: Endgame, an Olay commercial featuring Sarah Michelle Gellar, a Colgate ad with Luke Wilson, an ad for Persil ProClean, a teaser for the Amazon Prime series Hanna (which aired simultaneously in both countries) and a 30-second version of a Budweiser ad touting renewable energy.

For just the Super Bowl-style new ads that appeared only on the Canadian broadcast, you can follow this playlist.

Among the Canadian-only ads that tried something new for the Super Bowl:

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No more U.S. Super Bowl ads, but access to U.S. stations remains under USMCA trade deal

I was a bit busy yesterday in the middle of a Quebec newsplosion, but fortunately people in the rest of Canada (Globe and Mail, Financial Post, CBC, BNN, Michael Geist, Cartt.ca) had time to read the new U.S.-Mexico-Canada Agreement and notice an annex that directly impacts the CRTC and Canadian TV viewers.

Annex 15-D of the agreement is very specific: “Canada shall rescind Broadcasting Regulatory Policy CRTC 2016-334 and Broadcasting Order CRTC 2016-335.”

It doesn’t use the words, but that policy is about ad substitution during the Super Bowl. It’s the policy (originally announced in 2015) that said Bell could not require TV providers in Canada substitute its signal over those of U.S. border stations during the game because of Canadians’ strong demand for those high-profile U.S. commercials.

Bell has been trying hard since 2015 to get that decision overturned, going all the way up to the Supreme Court of Canada. The NFL has been on their side, because without simsub, the value of the Super Bowl rights in Canada plummets.

Now, thanks to the NFL’s lobbying of U.S. trade negotiators, the Canadian government will step in and solve the problem for them. The annex doesn’t specify a timeframe, but presumably it would happen when the treaty is ratified, which may or may not come before the next Super Bowl in February.

Putting this in the trade deal gives the Canadian government and the CRTC some cover. The Canadian government can say they were forced into this by the U.S. government, and the CRTC can blame the Canadian government when people go back to complaining to it that U.S. ads are blocked.

This also could have ended much worse for Canadian TV viewers. This trade deal could have ended the entire practice of allowing U.S. over-the-air stations to be rebroadcast in Canada without their consent. There was lobbying from a coalition of U.S. border stations in favour of requiring retransmission consent. Instead, the existing simsub regime will be maintained, and rebroadcasting through TV distributors allowed (but only when the signal is unaltered and simultaneous).

Assuming this deal is ratified, it could be decades before the simsub regime changes. And by then it could be completely irrelevant.

UPDATE (Oct. 6): Donald Trump amazingly brought up this clause in a campaign rally on Thursday night, saying a “big big problem” with Super Bowl ads was fixed when he told his negotiators to fix it. He said he got a phone call thanking him from NFL commissioner Roger Goodell.

And let QVC in, too

The annex also includes a provision related specifically to QVC: “Canada shall ensure that U.S. programming services specializing in home shopping, including modified versions of these U.S. programming services for the Canadian market, are authorized for distribution in Canada and may negotiate affiliation agreements with Canadian cable, satellite, and IPTV distributors.”

In 2016, the CRTC denied an application by TV provider VMedia to allow it to distribute the American shopping channel in Canada. It argued that since QVC would be doing business with Canadians, and that’s the very basis for that channel, “QVC would be carrying on a broadcasting undertaking in whole or in part in Canada” and for that it needed a licence (which it couldn’t get because it’s not Canadian-owned).

VMedia filed a request in court to overturn that decision, and the federal court sent it back to the CRTC. The commission opened a proceeding about its reconsideration, but has not published a decision.

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Analysis: Comparing Super Bowl ads on CTV and FOX

Well, it’s over. After weeks of arguing over whether letting Canadians watch U.S. Super Bowl ads was something we want as a society (often using dubious arguments on either side), Sunday saw the actual broadcast of the first Super Bowl in decades that wasn’t substituted on Canadian television.

The result was predictable. While the U.S. broadcast saw a slight decline in viewership and RDS saw a slight increase (to a new record), CTV saw its audience decline 39% from last year to 4.47 million. Since Nielsen doesn’t track Canadians, and nobody is compiling Fox numbers with Canada’s Numeris, we don’t know exactly how many were watching the U.S. feed, but 40% sounds about as predicted. (Another survey put the number around 33%)

CTV tried to think big to keep viewers on its broadcast, throwing $300,000 in prize money at the problem. That might have worked (it got more than a million entries), but the contest caused problems for many users early on who got errant notifications that their texts were rejected because they didn’t come in time. Bell tells the Globe and Mail it was a glitch, that the entries were valid, and that it was fixed by the second quarter.

But as much as Watch to Win hosts Kate Beirness and Tessa Bonhomme did their best through at least 10 live commercial breaks (most of which were 30 seconds long), their constant presence — taking up almost six minutes of the three-hour game — probably turned some people off.

The bigger problem remains, though: People want to watch the commercials. And Canada’s Super Bowl commercials just don’t have anywhere near the same impact as the U.S. ones, most of which didn’t air on CTV.

To give you an idea of the difference, I recorded the Super Bowl on both channels on Sunday, and listed every advertisement during the actual game below. Where available, I’ve embedded YouTube videos of the ads (many advertisers put longer versions on YouTube than what was seen on TV, I’ve noted that below where it happens).

Note that these numbers are based on the CTV station being CFCF Montreal, with some local ads, and the Fox station being WFFF Burlington, also with some local Vermont ads. The substitution times are based on Videotron’s substitution of the standard-definition digital channel. (Since substitution is done by the TV provider, there could be some variance across providers.)

Not including movie trailers, there were only four or five (depending on your definition) of the classic type of “big game” ads that appeared on both CTV and Fox — big budget, new, and either funny or inspiring. Most of the most talked-about ones never made it to Canadian television.

Those ads that did air only in Canada were mostly the same type of hard-sell car ads, bank ads and network promos we’ve seen hundreds of times before. There were a few ads that came close — A Peoples jewellery ad, a 60-second ad from Wealthsimple, one from National Car Rental, and a cute Coca-Cola ad that would have had more of an impact had it not been almost a year old. But between mostly reheated leftovers and the real deal, it’s unsurprising many Canadians went with Fox.

If CTV is going to really get people to watch the Super Bowl on Canadian TV, it needs to give them a reason to. A contest is one way, but a better one would be to have some of those same big-game ads, preferably with a Canadian twist to them. The kind of ads that get people talking afterward. Like this one that Netflix did:

Or maybe they can cut some better network promos to promote they Canadian content.

Or, alternatively, they could provide other programming during commercial breaks or part of commercial breaks that people would want to watch. Bonus coverage from the Super Bowl itself, if such a thing is possible, for example.

I know it’s not easy. But as the traditional commercial break becomes less relevant in an era of PVRs and 30-second skip buttons, Canadian broadcasters are going to have to find a way to evolve anyway. And as much as this change hurts the Canadian broadcasting industry, it’s too popular for either the CRTC or the federal government to want to overturn.

By the numbers

  • Total length of non-substituted Super Bowl, including ads: 170 minutes
  • Total time of ads: 3,580 seconds (59 minutes, 40 seconds)
  • Percentage of total length made up of ads: 35%
  • CTV (CFCF):
    • Time spent on CTV’s Watch to Win contest (including promos): 355 seconds (5 minutes, 55 seconds)
    • Time spent on network promos (CTV, TSN, Discovery, Crave TV): 420 seconds (7 minutes)
    • Time spent on local ads: 90 seconds
    • Time spent on Bell Canada ads (excluding Bell Media): 205 seconds (3 minutes, 25 seconds)
  • Fox (WFFF):
    • Time spent on network promos (Fox, Fox Sports, FX): 380 seconds (6 minutes, 20 seconds)
    • Time spent on local ads: 375 seconds (6 minutes, 15 seconds)

Note: This post is broken up into several pages because of all the YouTube embeds. Continue to Page 2

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CTV hopes $300,000 in prizes will keep Canadians on its Super Bowl feed

Bell Media has had two years to prepare for the implementation of the CRTC’s simultaneous substitution decision. Now, with a little more than a week to go until Super Bowl LI, the first that will be exempt from simsub, CTV has announced how it will try to keep Canadians glued to its feed instead of switching to Fox for the U.S. commercials:

  • Prizes. The headliner is $300,000 in cash prizes (including the $150,000 grand prize), plus a 2017 Nissan Titan and tickets to the 2018 Super Bowl in Minneapolis. During the broadcast, “hosted by TSN’s Kate Beirness and Tessa Bonhomme, who will reveal the winning keyword for each prize. To be entered into each draw, fans can simply text the winning keyword along with their name and city.” Obviously, this will only be available on the Canadian feed.
  • Pregame and postgame shows. The CRTC has clarified that the simsub rule exemption applies only during the game itself. The hours and hours of pregame shows will be simsubbed, as will a half-hour postgame show featuring the awarding of the Vince Lombardi trophy. This means that CTV, rather than rushing to start an hour-long drama at 10pm when the game is just ending, will stick with the postgame broadcast for half an hour and have a smoother transition.
  • More channels. In addition to CTV, the game will also be broadcast on CTV Two and TSN. This isn’t really necessary, since few Canadians have access to CTV Two or TSN but not CTV, but putting the Super Bowl on these other channels increases the chances that someone picking a channel randomly from their guide will stumble on a Bell-controlled Canadian feed rather than a U.S. Fox affiliate. The game will also be streamed online on CTV.ca and CTV Go. That online rebroadcast is not regulated by the CRTC, and there will be no (legal) way to watch a Fox station online in Canada.
  • Letterkenny. Rather than an hour-long drama at 10pm, CTV will air, for the first time on regular television, the first episode of the Crave TV original comedy series Letterkenny, commercial-free, at 10:30pm after the postgame show. (Because the series has really coarse language, CTV is going to delay the airings in the Mountain and Pacific time zones so they air at 10:30pm local time instead of just after the game.) Fox is airing 24: Legacy, whose Canadian rights are held by City TV. CTV has, to their credit, been using the coveted post-Super Bowl spot about half the time to showcase original Canadian series. Here are CTV’s Super Bowl leadout shows since it won the rights in 2007 (2010 was the only case in which CTV also aired the program the U.S. Super Bowl broadcaster followed up the game with):
    • 2008: Nip/Tuck (U.S.)
    • 2009: The Mentalist (U.S.)
    • 2010: Undercover Boss (U.S.)*
    • 2011: Flashpoint (Canada)
    • 2012: The Voice (U.S.)
    • 2013: Motive (Canada)
    • 2014: Masterchef Canada
    • 2015: Masterchef Canada
    • 2016: Legends of Tomorrow (U.S.)
  • Pushing pre-viewing of U.S. ads. CTV is encouraging Canadians to visit BigGameAds.ca to watch “all the latest American SUPER BOWL ads.” That sounds like an interesting project until you learn that the page is just a redirect to an unaffiliated website that is embedding YouTube videos of some ads. Other ads haven’t been released yet, and in some cases we’re only going to see trailers for ads until they actually air live. A redirect to YouTube’s AdBlitz channel might have made more sense.

One thing that wasn’t announced is anything special about the Canadian ads themselves. Bell says it has spots from Nissan, Coca-Cola, The Keg, Mazda, Scotiabank, Subway, Sun Life Financial and Tim Hortons, and no doubt some of them will have put decent money into those ads, but Tim Hortons isn’t exactly Budweiser.

Will the contest and other measures be enough? No. But maybe CTV won’t lose as many viewers to Fox as it had worried it would. And if it keeps most of its viewers, the Super Bowl on CTV could easily remain the most watched television program of the year in Canada.

Super Bowl LI airs Sunday, Feb. 5 at 6:30pm on CTV, CTV Two, TSN, RDS and Fox, the latter with American commercials between kickoff and the end of the game.

 

| Opinion, TV

20 bogus arguments about the CRTC and Super Bowl ads

With less than three weeks to go until Super Bowl LI, the rhetoric is heating up about a decision made by the CRTC two years ago to end simultaneous substitution during the Super Bowl, now that it’s about to finally come into effect.

There’s good reason for this. Simultaneous substitution is worth $250 million to the Canadian television industry, according to one estimate, and substitution for the Super Bowl alone — the most watched program on Canadian TV every year with an average around 7 million (plus another 1 million on RDS) — is worth $18 million a year to Bell Media, which owns the Canadian rights through 2019. There’s a huge financial interest for Bell to keep fighting this.

And so the decision is facing an appeal by Bell Media, though the court declined to stay the decision in the meantime, so it remains in force pending a decision.

Ever more desperate, Bell Media, the NFL and other allies in the fight appealed to the government directly, lobbying them to engage in creative manoeuvres to overrule the CRTC. The government appears disinterested in stepping in to overturn a populist decision by a supposedly arm’s-length regulator.

In the arguments for and against the decision, from interest groups, newspaper columnists and others, there have been a lot of good points and a lot of poor ones made. Those who want to oversimplify this issue have taken plenty of logical short cuts that can lead casual observers to incorrect conclusions.

Here are some of the arguments used by both sides that I’ve heard over the past few weeks (in some cases I’ve included links to those who have used them or implied them), and why I think those arguments are invalid.

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NFL will push local CTV newscasts to 7:30pm Sundays this fall

The scheduling conflict was obvious the moment Bell Media announced last December that it was picking up Sunday afternoon NFL games at 4pm from City: If the games go from 4pm to 7pm (or 7:30pm), then the 6pm local newscast is going to have to move, at least in the eastern part of the country.

On Thursday, as Bell Media did its upfront presentation to advertisers in Toronto (you can see the fall primetime schedule here), we got some details of what’s going to happen: The Sunday evening newscast won’t be cancelled, but it will be chopped to half an hour and pushed to 7:30pm, sandwiched between the NFL game and the 8pm airing of ABC’s Once Upon a Time.

That’s the case in the eastern time zone, at least. In Atlantic Canada, there’s no conflict because the NFL games will air on CTV Two, which doesn’t have Sunday evening newscasts. In the Central time zone (Manitoba, and Saskatchewan in the winter), the news will air for half an hour at 6:30pm (the Sunday evening newscast is already half an hour long in these areas). And in Mountain and Pacific time zones, since the game ends at 5:30 and 4:30pm respectively, the evening news is unaffected.

This schedule only takes effect during the NFL season. The first disrupted Sunday is Sept. 4, and the last will be at the end of January. (Early playoff rounds also conflict, but the Super Bowl airs in primetime, so it won’t bump local news.) After that, the schedule returns to normal and the news goes back to being an hour at 6pm.

The Sunday evening newscast has some special features to fill that hour of time on what is usually a slow news day. Sunday Bite and Power of One could just take a break for five months, be moved to other days or be shortened and integrated into the shorter newscast.

One of the consequences of this move in Montreal is that it leaves only Global with a 6pm local newscast on Sundays during the NFL season. (CBC doesn’t have a 6pm newscast Sunday because that’s when it airs movies.) The station might take advantage by putting its best foot forward on those Sunday evenings in a bid to attract more viewers for the rest of the week.

Please make better Canadian Super Bowl ads

Speaking of CTV and the NFL, the network is starting a contest, with the Canadian Marketing Association, to encourage Canadian advertisers to create their own must-see Super Bowl ads.

Super Bowl Sunday is the one day of the year where Canadians actually want to watch U.S. ads, because of the hype around them. But while some U.S. advertisers also buy ads on CTV’s simulcast, many don’t, and we get much lower quality ads as a result. CTV’s heavy rotation of promo ads for its programs have also been frustrating viewers with their repetitiveness.

So we have a contest, whose rules haven’t been defined yet, but whose prize seems to be a free ad during the Super Bowl in Canada.

It’s unlikely to reverse the tide. Even if there’s one ad that Canadians would want to watch — and there have been some in recent years — and the U.S. commercials are posted online within seconds of their airing (and often well before that), most Canadians who care still prefer to watch the U.S. commercials live.

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Twitter reactions to CTV’s Super Bowl broadcast

Seems a lot of Canadians didn’t like not being able to see U.S. Super Bowl ads. Here are some highlights of their chatter during the game on Twitter.


https://twitter.com/Russkun/status/430168567045033984
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