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The research, released Tuesday, estimates this resulted in a $45-million loss to the conventional television economy and a $113-million hit to the wider Canadian economy by influencing people to buy from American instead of Canadian retailers. This includes Bell’s previously reported estimated loss of $11 million in advertising revenue from the game.

The research estimates the television industry would lose direct revenue from reduced audiences, which would result in lower spending on programs and purchases from suppliers. It also stated the decision prompted advertisers to buy airtime on U.S. stations just across the border, resulting in money leaving the system.

But it estimated the lion’s share of the loss comes from the U.S. ads tilting consumers’ preferences to buy from American retailers instead of their Canadian competitors.

It assumed that removing simsub completely could impact Canada’s retail trade by 0.2 per cent and increase the proportion of online purchases from U.S. sites to 42 per cent from 38 per cent of Canadian e-commerce. It calculated the Super Bowl’s share of this at $113 million.

The CRTC declined to comment on the research and said it is assessing the issue.

Bell released the research as part of its larger campaign to suspend the CRTC’s decision before Super Bowl LII in 2018 and permanently reverse the decision. It teamed up with the NFL to fight the policy in federal court, arguing the CRTC did not have the authority to make the change solely for one TV program. A court date is expected this fall.