<P> In spite of the complaints and legal action, the CRTC issued an order on August 19, 2016 that officially implemented the new rule . On September 6, 2016, the Federal Court of Appeal dismissed Bell Media's lawsuit for being premature, because it was filed before the CRTC had formally implemented the rules . On November 2, 2016, Bell was granted an appeal . In the lead - up to Super Bowl LI (which would be the first game to fall under this policy), a number of stakeholders, including the NFL, Bell Media, local unions . as well as politicians from both Canada and the U.S., called upon the CRTC to reverse the ruling . U.S. senators Marco Rubio and Ron Johnson wrote to an ambassador that the CRTC's decision "sends a troubling signal about the value Canada places on its largest trading partner, best customer and close friend ." Bell had also urged prime minister Justin Trudeau to invoke section 26 (2) of the Broadcasting Act (which grants the government power to require the broadcasting of programming that is "of urgent importance to Canadians", and had only been invoked once before to mandate the broadcast of a major speech by a Prime Minister) to override the CRTC policy and still require that the Super Bowl LI telecast be subject to simsub . </P> <P> Court action on the CRTC ruling was not taken in time for the game, meaning that Super Bowl LI was the first to be available through Canadian television providers without being subject to simsub . Some Canadian advertisers, such as Leon's and Pizza Pizza, took advantage of the decision by purchasing local ad time from U.S. Fox affiliates carried in Canada, to broadcast commercials aimed at the Canadian audience . The sales manager of Spokane's affiliate KAYU - TV praised the change for helping increase demand for its limited local inventory; the station is carried on cable in the significantly larger Canadian markets of Calgary and Edmonton, Alberta . </P> <P> Neither Nielsen or Numeris (Canada's main television ratings provider) calculate Canadian viewership of U.S. television channels, so it is unknown exactly how many Canadian viewers watched the game directly from Fox stations rather than CTV . Following the game, it was reported that viewership of Super Bowl LI on CTV, in addition to CTV Two and TSN (which simulcast the game in order to increase the saturation of Bell - owned properties carrying it, and offered an on - air sweepstakes as a publicity stunt to attract viewers), was down by 39% over Super Bowl 50 . </P> <P> On December 19, 2017, the Federal Court of Appeal dismissed Bell Media's case, ruling that the CRTC's policy was reasonable . Bell Media once again filed for an appeal in January 2018, this time in the Supreme Court of Canada . </P>

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