Bell Media has today said that it will be challenging CRTC’s ban on the simultaneous substitution of Canadian commercials over U.S. ones during the Super Bowl, CBC News reports. The Federal Court of Appeal will hear an appeal against CRTC’s decision by Bell, which owns the exclusive broadcast rights to the Super Bowl in Canada.
Bell spokesman Scott Henderson said that while they are happy the appeal is moving forward, but disappointed the court didn’t stay the ban.
Justice David Near granted leave to appeal the regulator’s decision on Monday, but denied a stay of the ruling until the case is heard.
The Canadian Radio-Television and Telecommunications Commission ruled against so-called simultaneous substitution of Canadian ads over U.S. ones during the Super Bowl after hearing complaints from Canadians. The change takes effect Jan. 1 with the next Super Bowl set for Feb. 5.
Meanwhile, CRTC spokeswoman Celine Legault refused to comment on the case, saying that it is still before the courts.
Bell Media holds the exclusive rights to air the NFL championship in Canada until the 2018-2019 season. By allowing the practice of sim-subs, Bell can generate significant Super Bowl revenues from Canadian advertisers, instead of showing U.S. ads (which everybody wants to see).