but im not sure you are correct about the ads internationally.  here in canada, usually US shows and/or networks work like this:

1.  the show is on nbc - but canadian commercials are shown

2. the show is on nbc - but is 'taken over' by a canadian network ie. CTV and shows canadian commercials.

i might note that this is not 100% of the time - but usually for the big-ticket shows.

either way it sucks on superbowl.