Information
January 23, 2002
WHY SUBSTITUTE CANADIAN FOR AMERICAN
ADVERTISING DURING THE SUPER BOWL?
I'm watching the Super Bowl so why don't I get to see the American ads?
In many cases, the ads for a given product aired in Canada and in the U.S. are
the same. Reasons for those that aren't being aired in Canada, include: the
American advertisers not purchasing commercial air-time from Canadian stations
who have purchased the rights to air the Super Bowl; and the American products
advertised are not available for purchase in Canada.
What is signal substitution?
Signal substitution most often involves substituting a Canadian signal for an
American one. As a result, the viewer will see the program in its entirety but
from a Canadian source.
During the Super Bowl, for example, Canadian broadcasters sell advertising
time to be included in the Canadian feed of the program and replace the ads
Americans see at home. This permits Canadian stations that buy the exclusive
rights to air the Super Bowl in Canada, to benefit from the sale of commercial
advertising during the airing of the program.
Why do it?
Signal substitution is done to bring millions of advertising dollars back into
the Canadian broadcasting system. Advertising revenues are also what enable
Canadian broadcasters to bring you programming such as the Super Bowl.
The CRTC has a duty, under the Broadcasting Act, to foster a strong and
financially viable domestic industry. When broadcasters buy programs from
American and Canadian producers or networks, they pay for exclusive distribution
rights in their home markets. The simultaneous substitution regulation, set out
in the CRTC's Cable Regulations, is designed to protect those rights. These
regulations permit Canadian broadcasters who purchase American programming, to
use signal substitution as a means to earn advertising dollars.
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Media Relations:
Denis Carmel, Tel: (819) 997-9403, eMail:
denis.carmel@crtc.gc.ca
Date Modified: 2002-01-23 |
