The Globe and Mail reports in its Wednesday edition that the Super Bowl is heading our way Feb. 5. BCE's top lobbyist, Mirko Bibic, writes that the CRTC insists that Canadian commercials on the big game be overtaken by U.S. ads here in Canada. Simultaneous substitution, or simsub, is a federal television policy that has been in place for decades, allowing Canadian broadcasters to offer viewers here the U.S. shows for which they have acquired broadcast rights. From SNL on Global, the Grammys on Rogers, the Super Bowl on Bell Media's CTV and hundreds of other examples, Canadian viewers get all the U.S. shows they want. For now, the CRTC decided it would ban simsub for just one show on one network: the Super Bowl. The CRTC said its ban is based on the idea that Canadians demand to see U.S. advertisements as part of the Super Bowl. Canada's creators have already been affected by a general decline in television advertising revenue. Annual advertising revenue across Canada's private conventional TV stations decreased by $309-million between 2011 and 2015. In 2015 alone, losses faced by Canadian broadcasters would have reached $390-million without simsub advertising revenue. Ottawa needs to make the right call.