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Sports Canadian advertisers change up Super Bowl strategies following CRTC case

15:03  31 january  2020
15:03  31 january  2020 Source:   msn.com

Canadian advertisers change up Super Bowl strategies following CRTC case

  Canadian advertisers change up Super Bowl strategies following CRTC case TORONTO — Canadian advertisers say Super Bowl marketing is being shaken up after the conclusion of a years-long battle over the precious airtime during the annual football spectacle. Bell Canada's broadcast on Sunday — including Canadian commercials — will be the only feed following a Supreme Court decision that overruled a previous decision allowing both Canadian and U.S. signals to air during the big game. Advertisers say the change has caused many companies to create ads solely for the Canadian market, or choose to run their brands' American spots in Canada too.

a group of people sitting at a table© Provided by The Canadian Press

TORONTO — Canadian advertisers say Super Bowl marketing is being shaken up after the conclusion of a years-long battle over the precious airtime during the annual football spectacle.

Bell Canada's broadcast on Sunday — including Canadian commercials — will be the only feed following a Supreme Court decision that overruled a previous decision allowing both Canadian and U.S. signals to air during the big game.

Advertisers say the change has caused many companies to create ads solely for the Canadian market, or choose to run their brands' American spots in Canada too.

Palmer never felt Bengals were 'really trying to win a Super Bowl'

  Palmer never felt Bengals were 'really trying to win a Super Bowl' Carson Palmer's tenure with the Cincinnati Bengals wasn't as long or successful as many expected it to be when the franchise drafted him first overall in 2003. The retired quarterback recently took a dig at the franchise's mentality at the time, explaining that the lack of support on the field was the reason why he "wanted out" of Cincinnati. The retired quarterback recently took a dig at the franchise's mentality at the time, explaining that the lack of support on the field was the reason why he "wanted out" of Cincinnati.

Labatt Canada says beer brand Budweiser will run a Canadian ad in partnership with Uber that encourages people not to drink and drive, but will use different spots in the U.S.

Hyundai Canada says it decided to buy the Canadian rights to the automaker's U.S. Super Bowl spot starring actors John Krasinski, Chris Evans and Rachel Dratch.

Bell Media says Canadians viewers can expect to also see ads from SkipTheDishes, BMW Canada and Maple Leaf Foods, but senior vice-president of sales Perry MacDonald would not say what brands are paying or whether there are spots still available in its broadcast.

In 2016, the Canadian Radio-television and Telecommunications Commission decided that in the case of the Super Bowl, the usual practice of substituting U.S. feeds when a Canadian broadcaster owns the rights went against the public interest. The Supreme Court of Canada on Dec. 19 said the regulator did not have the authority to make the decision.

This report by The Canadian Press was first published Jan. 31, 2020.

The Canadian Press

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