ITV weighing up whether to show adverts during 2026 World Cup drinks breaks
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<ul><li><p>All World Cup matches to break after 22 minutes of each half</p></li><li><p>Adverts can be either normal breaks or split-screen version </p></li></ul><p>ITV is in talks with their commercial partners about showing adverts during the mid-half drinks stoppages that will take place in every match at this summer’s World Cup.</p><p>Global broadcasters have been briefed on Fifa’s stipulations for the three-minute
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ITV weighing up whether to show adverts during 2026 World Cup drinks breaks All World Cup matches to break after 22 minutes of each half Adverts can be either normal breaks or split-screen version ITV is in talks with their commercial partners about showing adverts during the mid-half drinks stoppages that will take place in every match at this summer’s World Cup . Global broadcasters have been briefed on Fifa’s stipulations for the three-minute hydration breaks, which will take place after 22 minutes of each half irrespective of the temperature. A two-minutes-and-10-second commercial break will be permitted if TV companies opt to cut away from the on-field action although they can also choose to stay stick with the live pictures or adopt a hybrid approach using a split screen. ITV may resist the temptation to sell full commercial breaks in favour of continuing the so-called “pic-in-pic advertising” it utilised for the first time during this year’s Six Nations Championship . ITV declined to comment, but sources at the commercial broadcaster indicated that its use of in-picture adverts whilst scrums are set in their Six Nations coverage had been well received by viewers, who they are wary of antagonising, particularly during such an important event as the World Cup. In-picture adverts are seen as less disruptive and enable commentary teams to continue their analysis of the match, as well as picking up details of any tactical instructions relayed by coaching staff to players during the break. ITV has joint live rights for the World Cup in the UK with the BBC, for whom adverts are not an issue, other than promoting its own programming. The World Cup will be the first major tournament to stop all matches midway through each half for three minutes, although hydration breaks were used at last summer’s Club World Cup when the in-stadium temperature exceeded 32 degrees. Fifa announced in December that it would introduce the break in each of the 104 World Cup matches as a “p...
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