Superbowl ruling will cost Bell one-third of advertising revenue writes the Globe's Susan Krashinsky

The Globe and Mail's Susan Krashinsky writes:

"The decision by Canada’s federal broadcast regulator to bring U.S. Super Bowl commercials to all Canadian televisions in February will erase at least one-third of Bell’s advertising revenue for the big game, according to sources. . . .

"Bell has been selling Super Bowl ads under the assumption that its leave to appeal would also include a stay, which would maintain the signal-swapping in 2017. That did not happen, and Bell will now revise its agreements with advertisers, since it is highly unlikely the appeal will move quickly enough to be resolved before February. That means Bell will see a significant drop in the money it makes off big game ads next year."

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