Philadelphia Eagles’ Nick Foles holds up the Vince Lombardi Trophy after the NFL Super Bowl 52 football game against the New England Patriots, Sunday, Feb. 4, 2018, in Minneapolis. Will Canadian fans of big-budget, American Super Bowl ads get to see them while the NFL championship game is played next February, or will that be ruled out of bounds after just two seasons? THE CANADIAN PRESS/AP/Chris O’Meara

Canadian Super Bowl ads could play during NFL championship game

New trade deal could result in resumption of Canadian Super Bowl ads

Will Canadian fans of big-budget, American Super Bowl ads get to see them while the NFL championship game is played next February, or will that be ruled out of bounds after just two seasons?

Canada’s new trade agreement with the United States and Mexico, known as USMCA, obliges Ottawa to get rid of a two-year-old rule that prohibits cable and satellite companies from blocking U.S. signals during the annual event.

The rule was put in place in response to public feedback that many Canadians preferred to see the American version of the Super Bowl broadcasts.

But fans of Canadian advertisers are hoping domestic ads will muscle out their competition for the first time since 2016, the last year that simultaneous substitution of U.S. signals was allowed during the Super Bowl.

Until Sunday, when Canadian and American politicians agreed on revisions to the North American Free Trade Agreement, Bell Media had failed to restore rules that allowed it to sell Super Bowl time without U.S. competition.

RELATED: Alessia Cara named as halftime performer for ‘18 Grey Cup

Then came USMCA, specifically Annex 15-D in the chapter covering cross-border trade in services, which binds Canada to rescind a special Super Bowl provision established by the Canadian Radio-television and Telecommunications Commission.

So far, the government hasn’t said whether it will overrule the CRTC soon enough for Bell Media to score with advertisers ahead of the Feb. 4, 2019, Super Bowl game.

Asked what Bell Media is telling advertisers, spokesman Scott Henderson replied in an email: “We continue to be open for business.”

Judy Davey, vice-president of media policy for the Association of Canadian Advertisers, which has been a Bell ally and intervenor in at the Federal Court of Appeal and Supreme Court of Canada, said in an interview that she’s hopeful.

“We’d like to see it implemented ASAP so that Canadian commercials can be seen in 2019.”

ACA has argued there are several reasons to use simultaneous substitution to replace television advertisements originating from the United States with ads coming from Canada.

“It gives Canadian advertisers a chance to reach Canadian consumers, which helps our Canadian economy,” Davey said Wednesday.

“There are (also) some ads that can run in the U.S. that are not acceptable by Canadian advertising standards and there are a number of brands and products that aren’t even available in Canada.”

To the argument that the Super Bowl ads have become part of the total sports and entertainment experience surrounding the event, Davey said that they can now be seen online even before the game.

“It’s not as if people don’t have access to the ads.”

RELATED: U.S. president cheers new USMCA trade deal, heralds end of NAFTA era

She said the ACA — as well as other organizations including Bell and several unions — want to prevent the Canadian Radio-television and Telecommunication Commission from extending the simsub ban beyond the Super Bowl.

Among other things, the trade deal — which has yet to be ratified by any of three countries — says “Canada may not accord the program treatment less favourable than the treatment accorded to other programs originating in the United States retransmitted in Canada.”

David Paddon, The Canadian Press

Like us on Facebook and follow us on Twitter.

Just Posted

Getting your passport has been made easier

Government of Canada doubles number of locations where Canadians can get their passports

Police officer assaulted during traffic stop

Chasetin Morin of Red Deer faces several charges

Live nativity pageant takes place Dec. 18th to 20th

Outdoor pageant takes place in the evening at 7, 7:30 and 8 p.m. at 8 Keast Way

Toronto Furies beat Calgary Inferno on the inaugural Female Hockey Day

Young girls had the opportunity to meet and learn from their female hockey idols

The Red Deer Housing Authority appoints new CAO

Franklin Kutuadu will take over duties Feb. 1st

Story of the Year: Deadly Humboldt Broncos bus crash

The Canadian Press annual survey of newsrooms across the country saw 53 out of 129 editors cast their votes for the Humboldt Broncos bus crash.

Canadians to get low-cost data-only mobile phone plans within 90 days: CRTC

Bell, Rogers and Telus will provide plans as cheap as 250MB for $15

Four per cent of Canadian women report being sexually harassed in the workplace

One per cent of men report being sexually harassed in the workplace

Stricter drunk driving laws to take effect across Canada today

It gives police officers the right to ask for a breath sample from any driver they lawfully stop

The prize was wrong: Man turns down trip to Manitoba

A New Hampshire man won the prize on “The Price is Right”, but turned it down because the taxes were too high

B.C. securities regulator probes ‘most expansive’ alleged trading scheme in its history

Liht Cannabis Corp states it’s doing internal investigation, welcomes BC Securities Commission probe

Air passenger rights: 6 things about what the Liberals are offering

For 3- to 6-hour delays, compensation is $400. Between 6 and 9 hours, $700. Over 9 hours is $1,000

Missouri poacher ordered to repeatedly watch ‘Bambi’

Sentence comes from one of the largest deer poaching cases in state history

Energy assessment law needed to avoid another Trans Mountain impasse, PM says

Prime Minister Justin Trudeau says he’s overhauling the program

Most Read