The practice called simultaneous substitution has been a main aspect of the Canadian broadcasting system for over 40 years.
It allows television stations with exclusive Canadian rights to American events and programs to require companies to substitute the inbound American network television signals with a Canadian station’s signal.
This meant that viewers in Canada would only see Canadian content in commercials.
The reason behind this was to maximize revenues for Canadian broadcasters by offering media buyers exclusive access to Canadian viewers.
However, this posed a big kerfuffle for Canadians that wanted to see the American commercials - which are known to create as much buzz as the football itself.
CRTC Excludes Simultaneous Substitution For The Super Bowl
In 2016, the CRTC in its power as the industry regulator determined that the usual practice of simultaneous substitution was not in the best interest of the wider public when it came to the broadcasting Super Bowl.
The event was excluded from simultaneous substitution in Canada.
Viewers got what they wanted, with the past three Super Bowls being televised with the popular American commercials, including last year's heart-string tugging Budweiser ad, with its eight-horse-wagon riding Dalmatian.