It's a long-standing Canadian Super Bowl tradition: tuning in to the big game, but being shut out from the big-budget, star-studded U.S. commercials. The ad substitution helps keep Canadian ad dollars in Canada and is widely estimated to generate more than $200 million annually for domestic broadcasters. Workers attach a sign to the front of NRG Stadium on Sunday as preparations continue in Houston for this year's Super Bowl. This week, Bell cited regulatory challenges including the ban on Super Bowl ad substitution after announcing a series of staff layoffs. That's not scheduled to happen until Feb. 7, two days after the Super Bowl and too late for CTV and advertisers.

Source: CBC News February 02, 2017 09:56 UTC