<P> Complaints about the U.S. Super Bowl ads are common in Canada; although U.S. network affiliates are widely available on pay television providers in the country, "simultaneous substitution" regulations give Canadian television networks the right to request that a U.S. feed of a program be replaced with its Canadian counterpart on these providers if it is airing a program in simulcast with a U.S. network . This rule is intended to protect the investments of Canadian broadcasters in exclusive domestic broadcast rights, and also protect Canadian advertisers who had purchased their own advertising time on the Canadian network . As a result, most American Super Bowl ads are effectively "blacked out" by the Canadian broadcaster . Members of Parliament Bob Nault and Wayne Easter have stated that the Canadian Radio - television and Telecommunications Commission (CRTC), Canada's telecom regulator, has only received around 100 specific complaints about Super Bowl ads in relation to the simsub rules . </P> <P> Some U.S. - based advertisers, particularly PepsiCo and Anheuser - Busch (via its Canadian subsidiary Labatt), do buy ad time during the Canadian broadcast on CTV, owned by Bell Media--the broadcasting subsidiary of Canadian telecommunications firm BCE and the current rightsholder of the game, to air at least some of their American commercials, but many Canadian advertisers simply re-air ads from their regular rotation, or air the same ad multiple times over the course of the game, neither of which is typical during the U.S. network broadcast . Reasons cited by Canadian advertisers for these practices include the additional talent and post-production fees that would be required to broadcast the American ads in Canada, and the perceived lower "cultural resonance" of the game for Canadian viewers as opposed to Americans . As such, and because Canada's population is approximately a tenth of the United States', advertising time costs a fraction of the price to air an ad on the U.S. broadcast: prices ranged between $170,000 to $200,000 for a 30 - second slot on CTV's telecast of Super Bowl XLIX . </P> <P> On the other hand, in the 2010s, there were a growing number of Super Bowl ads produced specifically for the Canadian broadcast: Hyundai's Canadian subsidiary began airing its own Super Bowl ads in 2010, and Budweiser produced the hockey - themed "Flash Fans" to air during the Canadian broadcast of Super Bowl XLVI . The following year, two Canadian companies--BlackBerry and Gildan Activewear, made their debut as U.S. Super Bowl advertisers; their ads were also broadcast in Canada alongside those by McDonald's Canada, who debuted its "Our Food . Your Questions ." campaign, Budweiser's internet - connected hockey goal lights, and Hyundai Canada's "Gaspocalypse", promoting the Sonata Hybrid . Budweiser expanded its goal light campaign for Super Bowl 50, which featured an ad introducing a 20 foot (6.1 m) - tall goal lamp used as part of a promotional campaign leading towards the 2016 World Cup of Hockey . </P> <P> On January 29, 2015, the CRTC announced a proposal to forbid the invocation of simultaneous substitution on the Super Bowl telecast, thus allowing U.S. feeds of the event to co-exist with those of Canadian rightsholders on pay television providers . The decision came as a result of a series of hearings held by the CRTC known as Let's Talk TV, which explored reforms of the Canadian television industry: the Commission cited viewer frustration over the use of simsubs, especially surrounding the Super Bowl, and argued that the commercials were an "integral part" of the game due to their cultural significance . In March 2015, Bell filed an appeal against this decision, arguing that the move would devalue its exclusive broadcast rights to the game, and violated the Broadcasting Act, which forbids the "making of regulations singling out a particular program or licensee ." A report commissioned by Bell estimated that without this lucrative exclusivity, it would lose about US $13.6 million per - year . </P>

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