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What Canadian viewers saw during Super Bowl LVII
Bell Media announced that CTV, TSN and RDS would carry the game, with coverage beginning at 6 p.m. ET. Bell also named broadcast sponsors and advertising partners for the Canadian simulcast, including FanDuel, TD Bank Group, GMC, Expedia, Vrbo, Tim Hortons and PepsiCo Canada. Bell said new ads from several partners—including ClearScore, H&R Block, P&G’s Downy, Pathways Alliance, PepsiCo Canada and Re/Max Canada—would premiere on the Canadian feed. Bell Media’s February 8, 2023 announcement describes the scheduled coverage and advertisers.
That Canadian ad inventory is different from the U.S. commercials carried by the U.S. broadcaster. The headline’s “skip Canada” refers to the U.S. ads not generally appearing in the Canadian rights-holder broadcast; it does not mean Canadians were universally unable to watch a U.S. broadcaster’s feed.
The reported exception: a Doritos ad
A MobileSyrup report published February 8, 2023 said a Doritos commercial featuring Missy Elliott and Elton John would air in Canada. It explained that U.S. companies could purchase advertising time during Canadian streams. Because this was an advance report, the careful claim is that the ad was scheduled to air—not that it has been independently confirmed across every Canadian market, provider or distribution method.
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Why the Canadian and U.S. ad feeds differ
Canadian broadcasters may use simultaneous substitution, commonly called simsub, when they carry the same program at the same time as another channel. The CRTC defines it as a temporary replacement of the entire signal of one channel with the signal of another channel showing the same program. For Super Bowl broadcasts, the practical result is that a Canadian channel’s feed carries Canadian advertising rather than simply preserving the U.S. channel’s commercials.
The policy has a distinct legal history. In 2016, the CRTC ordered that authorization for simultaneous substitution be removed for the Super Bowl beginning January 1, 2017. The stated aim was to let viewers choose a Canadian station with Canadian ads or a rebroadcast U.S. station with U.S. ads. The Supreme Court of Canada later quashed the order and policy in Bell Canada v. Canada (Attorney General), 2019 SCC 66. The CRTC’s current Super Bowl explainer says Canadian ads are carried by Canadian channels and also shown on the U.S. Super Bowl broadcaster following that decision; it also notes that U.S. companies may buy ads on Canadian channels that hold the rights.
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What the audience figures do—and do not—show
Bell Media reported that 8.6 million viewers watched on CTV, TSN and RDS, while 17.3 million unique Canadian viewers—45% of the country’s population—watched some or all of the game. These are Bell Media’s reported audience figures, not independently validated measurements in the company’s release. They describe game viewing, not how many people saw a particular commercial. Bell Media’s February 13, 2023 audience release provides the figures.
Independent reader supportYour contribution helps us test, update, and keep practical guides available for everyone.How to interpret the headline today
Super Bowl LVII was played in 2023, so the headline describes that specific broadcast rather than a blanket rule for every future game. The available information establishes the Canadian rights-holder lineup and the reported Doritos exception, but not how every television provider or streaming service handled every feed. For a future Super Bowl, check the broadcaster and service carrying the game, and distinguish the Canadian rights-holder simulcast from a U.S. broadcaster feed; ad availability can depend on the distribution method.
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