The Globe and Mail reports in its Saturday edition that Bell Media is setting ad prices for next year's Super Bowl on the assumption it will once again be able to swap in the CTV television feed. The Globe's Susan Krashinsky writes that BCE, which owns Bell Media, has been fighting an order that prevented that signal swapping -- known as simultaneous substitution or "simsub" -- starting with the game last February. That change was the result of a 2015 decision from the CRTC, stating that simsub would no longer be allowed in broadcasting the Super Bowl beginning in 2017. Bell, the NFL and representatives of Canada's advertising industry have argued against the ruling. The Federal Court of Appeal granted Bell leave to appeal in November, 2016. The issue is still before the courts. Earlier this month, Bell filed an application asking the CRTC to overturn its ruling. Broadcasters sell ads based on estimates of audience size, often based on previous performance, as in the case of the Super Bowl. When the stay did not come through last year, Bell revised its prices downward by about 35 per cent. Should its efforts to overturn the simsub decision this year fail, it will have to do so again.