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The prominence of airing a commercial during the Super Bowl has also carried an increasingly high price: the average cost of a 30-second commercial during the Super Bowl has ranged from $37,500 at Super Bowl I, to around $2.2 million at Super Bowl XXXIV in 2000, and by Super Bowl XLIX in 2015, had doubled to around $4.5 million.

The cost of advertising during the Super Bowl has reached a point that some companies may not be able to recoup their costs from the resulting revenue.

Complaints about the inability to view the ads are prevalent in Canada, where federal "simsub" regulations require pay television providers to replace feeds of programs from U. broadcast stations with domestic feeds if they are being broadcast at the same time as a Canadian broadcast station.

In 2016, the CRTC, Canada's telecom regulator, enacted a policy to forbid the use of simsub during the Super Bowl, citing viewer complaints and a belief that these ads were an "integral part" of the game; Super Bowl LI was the first game to fall under this policy.

A notable example of this strategy occurred at Super Bowl XLV: on February 2, 2011, four days prior to the game, Volkswagen posted the full version of its Star Wars-themed ad "The Force" on You Tube.