Opinion
US Superbowl commercials or local news – what’s more important to you?

Do you know that prior to 2 years ago, you couldn’t watch the Superbowl complete with those amazing Superbowl commercials in Canada. Before that, you had to wait, maybe catch them online, or the next morning on a local newscast. I know, it seems like ancient history. In our thirst for entertainment and information that is widely available “on demand”, we are testing the limits of a terrestrial television system designed decades ago.
The Supreme Court of Canada has agreed to hear the case of Bell Media/CTV and the NFL as it relates to the CRTC’s decision to exempt the Superbowl broadcast from the rules of “simultaneous substitution”. Called ‘sim-sub’ for short, it is the practice of blocking of US commercials on Canadian TV channels and in their place substituting national and local Canadian commercials. It’s been around since the rise of cable delivery in our country as a way to protect the exclusive licenses that Canadian TV companies have when they purchase the rights to a US network program and air it in Canada. These revenues help offset the cost of local news operations which generally are resource-heavy, low-margin, and in some cases, heavily subsidized programs.
In 2016 the CRTC made an exception to the sim-sub rules, allowing cable & satellite companies to dispense with the practice for Superbowl. Only the Superbowl. Why? Because the CRTC received tons of complaints for years from people who wanted to watch the big budget US Superbowl ads but couldn’t because the Canadian broadcast was full of ads for Tim Horton’s. You know what I mean.
This is in the news now because the Supreme Court of Canada has agreed to hear the case being made by CTV and its parent company Bell Media, along with the NFL. They make very good points relative to policy and regulations around this long-standing practice. They negotiated a long term deal with the NFL based on buying the “exclusive rights” to the game and paid big money. And then the CRTC changed the rules.
Here’s some background. The Canadian TV system works, complete with its local newscasts and Cancon rules worked because for years, revenue was generated and profits derived largely by purchasing Canadian rights to first-run US network programs and broadcasting them, generally in primetime, in “simulcast” with the originating US station. You know… you think you’re watching Lucifer on FOX 28 KAYU only to realize you’re watching CTV when a commercial break comes on. You’re a bit confused, then the show ends and suddenly you’re watching FOX 28 again. No, it’s not you. It’s the system. This practice protects the Canadian TV station’s exclusive rights by blocking all other signals and inserting the Canadian channel over top of them.
Still with me? Ok… now in the case of the Superbowl, the system changed with no apparent warning.
The Superbowl is widely watched, but its for the commercials, as evidenced by the many complaints the CRTC received every year. In their zeal to satisfy the masses and quell the complaints, the Commission in effect sacrificed CTV’s exclusive right to broadcast the game in Canada, and killed their ability to recoup the massive rights fees they’ve paid.
What happened next? The Superbowl arrived on a variety of US cable channels, complete with the must-see commercials. And CTV, the only company that actually paid for the exclusive rights to broadcast the program in Canada, was out of luck. The Superbowl was featured on a number of channels and CTV’s audience took a beating. The value of their commercials went down considerably. Why? Because of the US channels with the high-budget US ads. The tsunami of production value, A-list talent and of course, those Budweiser horses proved irresistible.
So off they all go to the Supreme Court to sort it out. Bell Media will surely argue that the loss of revenue from a show like Superbowl directly impacts the funds available to create local newscasts, pay staff, and generate profit for shareholders.
Bell said in a statement it is pleased that the Supreme Court will hear the appeal:
“We look forward to advancing our argument that a broad range of Canadian creators, producers, advertisers and businesses have been negatively impacted by the original decision.”
So what do you think? Is watching US commercials in the Superbowl more important than preserving the regulatory framework that protects our local over-the-air TV system across the country? Because the two really are inextricably linked. By eroding the ability for a Canadian program rights-holder to recoup their investment, as the CRTC did by making an exemption of Simsub rules for Superbowl broadcasts, it strikes right to the heart of funds available to produce local news programming.
So now the greater question is just how important is local TV in today’s world of digital communication, on demand viewing, tablets, phones, PVR’s, and social media? Audiences and revenues for local Canadian TV stations have been under increasing pressure for years, and few cities realize this more than Red Deer.
While not related to Superbowl advertising, the one local TV station here closed its doors and quit broadcasting in 2009. When it closed, I’m told by a former Commissioner that not a squeak was heard at the CRTC from this local community- not a letter or comment. So was the station even missed? Many will remember (or not) when it was for a short period of time called E! Entertainment, all in an effort to find inexpensive programming. Ultimately it didn’t work. CKRD, RDTV, E!, CHCA- it had many aliases, but ultimately struggled to drive enough revenue to continue operating. That was 9 years ago, and many of the factors that led to its closure have only accelerated since then.
Do you watch local TV news from the remaining stations in Edmonton and Calgary? Are these institutions still important, or would we all rather just watch US commercials and US TV shows and say goodbye to the notion of local TV news programming here in Canada? How have your habits changed? Do you care? Because you really can’t have it both ways for very long.
Lloyd Lewis is President of Todayville, INC. He was VP/GM of CTV Edmonton from 2005-2015 and GM of RDTV Red Deer from 1997 to 2000. He worked in the local television industry for 35 years.
2025 Federal Election
POLL: Canadians want spending cuts

By Gage Haubrich
The Canadian Taxpayers Federation released Leger polling showing Canadians want the federal government to cut spending and shrink the size and cost of the bureaucracy.
“The poll shows most Canadians want the federal government to cut spending,” said Gage Haubrich, CTF Prairie Director. “Canadians know they pay too much tax because the government wastes too much money.”
Between 2019 and 2024, federal government spending increased 26 per cent even after accounting for inflation. Leger asked Canadians what they think should happen to federal government spending in the next five years. Results of the poll show:
- 43 per cent say reduce spending
- 20 per cent say increase spending
- 16 per cent say maintain spending
- 20 per cent don’t know
The federal government added 108,000 bureaucrats and increased the cost of the bureaucracy 73 per cent since 2016. Leger asked Canadians what they think should happen to the size and cost of the federal bureaucracy. Results of the poll show:
- 53 per cent say reduce
- 24 per cent say maintain
- 4 per cent say increase
- 19 per cent don’t know
Liberal Leader Mark Carney promised to “balance the operating budget in three years.” Leger asked Canadians if they believed Carney’s promise to balance the budget. Results of the poll show:
- 58 per cent are skeptical
- 32 per cent are confident
- 10 per cent don’t know
“Any politician that wants to fix the budget and cut taxes will need to shrink the size and cost of Ottawa’s bloated bureaucracy,” Haubrich said. “The polls show Canadians want to put the federal government on a diet and they won’t trust promises about balancing the budget unless politicians present credible plans.”
2025 Federal Election
How Canada’s Mainstream Media Lost the Public Trust

Breaking: CBC News admits that host Rosemary Barton was wrong on April 16 when she said “remains of indigenous children” have been discovered.
Call it the Panic Election. From The Handmaid’s Tale to Quebec alienation to plastic straws, the dynamic is citizens being stampeded in a brief six weeks by Big Brother. (There’s no Big Sister. That would mess with the narrative.) Prompting Covid Part Deux from the Laurentian media scolds.
Nowhere is this panic more keen than among aging Boomers who’ve pronounced themselves willing to ignore a decade of Justin Trudeau’s clumsy, unethical and sometimes criminal behaviour in the wake of Big Bad Trump. Even the threat of losing the country’s AAA credit rating can’t sway them from full-throated panic about being the 51st state.
The 51st state gambit is the window dressing. The real Trump panic is over him exposing the inadequacies of a Canadian society penetrated by China, dominated by globalist fanatics and more indebted every day. Specifically, Trump labelled Canadians defence dead-beats and entitled snobs who’d be crazy not to join the U.S. The insulting Trump framing has been a lifeline to those most recently in office— Liberals— to point at the Big Bad Wolf outside the door rather than the Frozen Venezuela inside its walls.
Integral to this panic is the role of Canada’s legacy media, a self-serving caste saved from bankruptcy (for now) by generous wads of public money. The 416/613 bubble ponies operate as if it were still 1985, not 2025. They’ve managed to preserve their status while society changed around them. For instance, CBC’s flagship At Issue panel features three people from Toronto and a fourth from Montreal.
It has worked perfectly in Boomer Canada. Until this past week, when the media guardians finally lost the plot. The combination of TV panel hubris and the incompetence of the Elections Commission exposed an industry more interesting in protecting its own turf than protecting the truth.
The meltdown was the notion that conservative social media— with its intrusive reporters and tabloid tactics— had no place in their sandbox. This hissy fit came after Wednesday’s French debate. Members of Rebel News, True North and other outfits dominated the party leaders’ scrums with obtrusive questions about Mark Carney’s opinions on same-sex sports and what constitutes a woman— questions the French moderator had neglected to ask.

For legacy reporters and hosts who take it as given that they be allowed the front pew this was an affront to their status. As purveyors of the one true political religion the talking heads on CBC, CTV and Global began speaking of “so-called journalists” and “far-right” intruders elbowing into their territory. Their resentment was all-consuming.
This resentment spilled into Debate Night Two when a shouting match ensued in the press room. A CBC source claimed (incorrectly) that Rebel Media leader Ezra Levant had been barred from the press room. A writer from the Hill Times screamed at members of their raucous rivals. The carefully chose panelists suggested that these outfits were funded by dark right-wing sources.
Before the debate had ended Elections Commission organizers— reportedly goaded by the Liberals— called off the post-debate scrum citing “safety” issues that seemingly included a Rebel reporter conducting a hostile walking interview with a furious Liberal official. This unleashed another torrent of Media Party vitriol about its position as the keepers of Canadian journalism.

In a show of irony, these complaints about right-wing misinformation came from people whose livelihood is dependent on Liberal slush funds or whose organizations have accepted government funds to stave off bankruptcy or whose union is an active shill for non-Conservative parties. The conflicts are never mentioned in the unctuous festival of privilege.
What makes this rearguard action against new media risible was the 2024 U.S. election where Donald Trump acknowledged the new day and rode the support of non-traditional media back to the presidency. His shunning of the legacy networks and hallowed print brands heralded a new reality in American elections. Poilievre has struggled to find this community in Canada, but for those with eyes it remains the future of disseminating political thought.
A perfect example of alternative media scooping the tenured mob on Parliament Hill has been the sterling work on China by Sam Cooper, a former Global employee who has independently demonstrated the ties between Chinese criminal gangs and the Canadian political structure going back to the 1980s. Working with others outside the grid he’s shown the scandal of a Liberal candidate urging Chinese Canadian voters to reap a bounty for turning his Conservative opponent to the Chinese Communist Party. A disgrace that Carney has forgiven.
Predictably Cooper’s work and the independent story by two retired RCMP investigators who implicated nine Liberal cabinet members in compliance with the Chinese communists has gotten the ‘tish-tish” from the Laurentian elites. Like the Democrats who buried the Hunter Biden laptop story to save his father in the dying days of the 2020 U.S. election the poodle media hope to delay the truths about China long enough to get the compliant Carney over the finish line.
For contrast to how it was— and could be— one only had to witness the moderator performance of journalist Steve Paikin of TVO. Largely unknown outside Ontario, Paikin overcame the skepticism of Westerners by playing it straight down the middle. Such was his honest-broker performance that Poilievre was heard telling him after the debate that he had no idea how Paikin might vote. (Ed. note: Paikin is a former colleague and longtime friend.) In other words, it’s still possible.
It’s a cliché that this election is a hinge point for Canada. Will it face itself in the mirror or indulge in more denialism about its true self? No wonder unaffiliated journalists joke that their stories today will be the lead on mainstream media in three months. Carney has promised to continue bribing the mainstream media, but their day is done. It’s simply a matter of fixing a date for the next panic.
Bruce Dowbiggin @dowbboy is the editor of Not The Public Broadcaster A two-time winner of the Gemini Award as Canada’s top television sports broadcaster. His new book Deal With It: The Trades That Stunned The NHL And Changed Hockey is now available on Amazon. Inexact Science: The Six Most Compelling Draft Years In NHL History, his previous book with his son Evan, was voted the seventh-best professional hockey book of all time by bookauthority.org. You can see all his books at brucedowbigginbooks.ca.
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