DURING Super Bowl 50, in 2016, American viewers got to watch Heinz’s uplifting “wiener stampede” commercial, with dachshunds dressed as hot dogs gambolling in slow motion across a meadow. An ad for T-Mobile featured executives from a rival company badgering Drake, a rapper, to clutter up his lyrics with legalese. Canadians watching the same game were treated to a dull slide show for Sun Life Insurance.
Last year Canadian football fans had a choice, thanks to the television regulator. It ruled that access to American made-for-the-occasion ads was “in the public interest”. CTV, which had broadcasting rights in Canada, continued to show local ads. But most Canadians can watch Fox, which showed such treats as a Donald Trump-inspired shampoo commercial. CTV lost nearly 40% of its viewers during the game.
This year Bell Media, which owns CTV, tried again to feed viewers Canadian-only fare on the two channels showing the Super Bowl. This...Continue reading
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