Ancillary rights on a TV ad?
 

I'd like to know if it's customary for a producer to claim some rights on a commercial, or are all rights handed over to the client upon payment and delivery? For instance, the ad in question will be produced for the French-speaking market of Quebec (Canada), but does the client automatically own the rights for other markets, such as English-language (by modifying my ad with English voice-over) and other territories (rest of Canada/US)?

I want to know what is customary and work from there.

Thanks.