CTV is teaming up with the Canadian Marketing Association (CMA) for the SUPER BOWL Canadian Ad Challenge, it was announced today. The new initiative calls upon the Canadian advertising industry to create dynamic, original creative, specifically targeted to Canadians, designed to air during the most-watched annual broadcast on Canadian television: the SUPER BOWL on CTV.
Announced in advance of this afternoon’s #CTVUpfront presentation in Toronto, the SUPER BOWL Canadian Ad Challenge is a creative advertising competition designed to celebrate and elevate Canadian SUPER BOWL advertising. With the goal of rallying the Canadian industry to create ads that truly compete with U.S. commercials, the competition seeks to help migrate anticipation and reaction for SUPER BOWL advertising to Canadian creative.
The winner will receive advertising time during CTV’s exclusive Canadian coverage of SUPER BOWL XLIX.
“We know Canada already produces award-winning, best-in-class creative. The goal for the SUPER BOWL Canadian Ad Challenge is to focus this effort into unforgettable, commercials designed to be targeted to Canadians for this year’s CTV broadcast,” said Lucy Collin, Vice- President, Marketing & Innovation – Integrated Sales, Bell Media. “We are calling on the brightest minds from our tremendously talented creative ad community to produce compelling ads that appeal directly to Canadian viewers.”
“The Canadian Marketing Association is proud to co-sponsor this exciting competition with CTV that will challenge the creative talents of our advertising industry as the countdown begins to Super Bowl XLIX,” said John Gustavson, President and CEO of the Canadian Marketing Association.
About the SUPER BOWL Canadian Ad Challenge
The SUPER BOWL Canadian Ad Challenge is an independent competition from CTV and the Canadian Marketing Association. The National Football League, NFL Canada, and their affiliates are not sponsoring or affiliated with this competition in anyway. A complete list of rules, regulations, restrictions, and requirements will be confirmed and posted publically when the competition launches in the coming weeks. Contest details are subject to change.
NFL on Bell Media
Each year, the SUPER BOWL on CTV delivers one of the largest audiences on Canadian television. In February 2014, more than half of the country watched some or all of SUPER BOWL XLVIII on CTV and RDS – making it the most-watched television program of the past two years with a combined television audience of 8 million viewers.
Annually, the SUPER BOWL also ranks as the single hottest property for Canadian advertisers.
The 2013-14 NFL season was the final year before the recently announced multi-year extension of Bell Media and the NFL’s broadcast partnership that brings the 4 p.m. Sunday package to CTV and TSN for the first time, allowing for a full day of Sunday NFL programming on Bell Media channels in addition to the existing agreement for prime-time games on TSN.
Source: BBM Canada, final data.