Bell Media has released the results of a new survey suggesting that Canadians are more eager to support Canadian broadcast rights agreements than watch U.S. Super Bowl commercials.
The Nanos survey for Bell Media released yesterday suggests Canadians – by a margin of more than three to one – would rather support Canadian broadcasters who have paid for the broadcast rights for the Super Bowl over the ability to watch the commercials from those U.S. broadcasts, which are replaced by Canadian commercials under so-called ‘simsub’ regulations.
Those regulations could be changed, and U.S. commercials could be aired in future Super Bowl broadcasts, if recent decisions made by the country’s broadcast regulator, the CRTC, are to stand. Bell Media is making an appeal on that decision that would see simultaneous substitution of commercials suspended in certain, not all, U.S. live event broadcasts.
However, according to the survey results and analysis, Bell Media says Canadians believe it is more important to support Canadian broadcasters who have paid for broadcast rights (69%) over the ability to watch U.S. Super Bowl commercials (20%).
A majority of those Canadians surveyed, 62 per cent, say they are aware that Super Bowl ads are available online before, during, and after the game; 36 per cent said they were unaware.
Commercials or not, this year’s Super Bowl again attracted record Canadian and worldwide TV audiences.