Many Super Bowl ads use celebrities that are influencers with their target markets demographic. The ads are
Question:
Many Super Bowl ads use celebrities that are influencers with their target market’s demographic. The ads are developed to engage the intended audience through humor, nostalgia, or emotions. Super Bowl ads are mostly seen by only U.S. viewers, unless the U.S.-based advertiser buys time on foreign broadcasts.
At one point, the Canadian Radio-television and Telecommunications Commission (CRTC), the regulatory agency for broadcast and telecommunications in Canada, prevented Super Bowl ads from being broadcast in Canada. The CRTC required that local or regional TV stations distribute a Canadian version of a program in place of the signal from a U.S. station when the two were broadcasting the same program at the same time. The simultaneous substitution (simsub) of shows was intended to keep advertising revenue in Canada. After a great deal of criticism from Canadian TV viewers who thought the Super Bowl commercials should not be replaced with Canadian ads, the CRTC eventually banned the use of simsub during the Super Bowl beginning in 2017. Bell Media, who has exclusive rights to the NFL games shown in Canada, said the decision cost them $11 million in ad revenue that year.
To further complicate the issue, the NFL considered the CRTC’s ruling allowing commercials to be viewed as a violation of copyright protections that cost the NFL ad revenue. The NFL used its powerful influence to have included in the U.S, Mexico, Canada trade agreement that the Super Bowl broadcast will be treated just like all U.S. content. Additionally, the Canadian Supreme Court ruled that the CRTC could not exempt the Super Bowl from its rule. Canadians will not see U.S. Super Bowl ads, unless U.S. advertisers buy time on Bell Media.
1.Who benefits if Canadians are banned from watching Super Bowl commercials?
2.Should Super Bowl ads be considered an integral part of the game and included in broadcasts outside the United States?
3.Should U.S. advertisers have to buy time on Canadian TV if they want Canadians to view their ads?
Smith and Roberson Business Law
ISBN: 978-0538473637
15th Edition
Authors: Richard A. Mann, Barry S. Roberts