As the world tuned in for the Milan Cortina Winter Games opening ceremony, many Canadians found themselves grappling with an overwhelming barrage of advertisements during the CBC broadcast. The national broadcaster faced a significant backlash, receiving approximately 1,180 complaints, primarily from English-speaking viewers, as they attempted to enjoy the spectacle of the Games.
High Volume of Complaints
Chuck Thompson, head of public affairs at CBC/Radio-Canada, confirmed that over 1,100 of the complaints were directed at the English-language service. He acknowledged the viewers’ frustrations but emphasised that these grievances represented a small fraction of the audience, which reached around 16 million across the event. “While fully acknowledging the frustration some viewers had with ads interrupting their viewing experience, it was a very small number juxtaposed to the 16 million people we reached over the course of the event,” Thompson stated in correspondence with The Globe and Mail.
Despite this defence, the sheer number of complaints and the heated conversations on social media platforms such as Bluesky and X suggest that many Canadians were far from satisfied. Posts flooded in from viewers who opted to switch to NBC’s coverage instead, highlighting the dissatisfaction with CBC’s handling of the broadcast.
The Commercial Break Breakdown
According to Thompson, CBC aired 31 minutes of commercials while Radio-Canada ran 30 minutes during the opening ceremony—averaging 7.5 minutes of ads per hour. This is a reduction from previous Games, where the average was ten minutes per hour. Notably, this figure remains below the regulatory limit of 12 minutes per hour. However, viewers expressed that this statistic did little to alleviate their frustration, particularly those who tuned in to watch the beginning of the ceremony live from Italy.
Upon reviewing the broadcast, it became apparent just how disruptive the advertising was. Between 2 p.m. and 3 p.m. ET, a staggering 15 minutes and 15 seconds of ads interrupted the viewing experience. A significant portion of this occurred during a 40-minute segment filled with dance and music that preceded the athletes’ entrance, making a third of the artistic introduction effectively unwatchable. The interruptions included not just full ad breaks but also “side by sides” where the coverage was minimised and muted, robbing viewers of the full experience.
Disappointment in Artistic Presentation
The artistic presentation, crafted by creative director Marco Balich, was designed to showcase Italy’s cultural heritage through movement and performance. However, the constant interruptions meant that much of the intended storytelling was lost. Viewers missed out on significant moments, including recitations of Italian poetry and performances by notable artists. The result was a disjointed viewing experience that left many feeling as though they had missed out on the essence of the opening ceremony.
Thompson defended the CBC’s mixed funding model, stating that ad revenue allows for extensive Olympic coverage, with upwards of 3,000 hours of live content available across various platforms. Yet, many Canadians remain frustrated, questioning whether the ad-heavy approach truly serves the public interest when it detracts from the national experience of such a significant sporting event.
A Comparative Perspective
Interestingly, viewers noted that NBC’s coverage in the United States appeared to feature fewer and better-placed commercials, raising questions about the CBC’s approach. Canadians, who largely fund the CBC, felt they deserved a higher standard of broadcasting, especially during a time when national pride and unity are on display.
In terms of funding, in the last Olympic year (2024-2025), CBC/Radio-Canada reported earnings of $343.9 million from TV and digital advertising, compared to $1.4 billion in government funding. This reliance on ad revenue has led many to argue that Canadians should not feel like second-class citizens to advertisers during such critical broadcasts.
Why it Matters
The backlash against CBC’s Olympic coverage serves as a stark reminder of the delicate balance between commercial interests and public service broadcasting. For many Canadians, the Olympics represent a rare opportunity to unite and celebrate national achievements on a global stage. When commercial interruptions overshadow the event, it not only frustrates viewers but also undermines the very purpose of a public broadcaster. As the conversation continues, it is vital for CBC to reassess its advertising strategy to better align with the expectations of its audience, ensuring that future broadcasts truly reflect the spirit of the Games.
