It’s a decision that surprises me somewhat, though it’s consistent with the more populist pro-consumer approach taken by chairman Jean-Pierre Blais: simultaneous substitution, the rule that allows Canadian TV stations to force cable companies to replace U.S. network feeds with their own when they air the same program simultaneously,
will be eliminated — only for the Super Bowl, and only as of 2017.
It’s weird to make an exception for a specific event, but the Super Bowl really is an exception. It’s the only time during the year when people actually want to watch the U.S. ads, and every year it’s the most common complaint the commission gets from consumers.
But this decision comes at a cost. Bell Media pays big money for NFL rights. We don’t know how much, or how long those rights are for (it was a “multi-year” deal signed in 2013), but we do know that the Super Bowl had 7.3 million viewers on CTV last year, and
the Globe and Mail says the network can charge up to $200,000 for a 30-second spot during the game. With about 50 minutes of commercial time available, that’s several million dollars in revenue at stake.
