ITV will not show split-screen adverts during this summer’s World Cup because of a FIFA ruling that has thrown a spanner in the works.
The channel trialled the advertising method during the Six Nations and, though it received backlash from fans, was viewed as a success by bosses at the broadcaster.
Drinks breaks at all 104 matches at this summer’s tournament will provide the perfect opportunity to do the same during ITV’s football coverage, but FIFA restrictions during the breaks only allow for their own commercial partners and tournament sponsors to be shown.
Under Ofcom rules, meanwhile, ITV are limited to a certain amount of time they can show advertisements, meaning that normal ad breaks would have to be cut if they showed the split-screen ads.
According to The Times, ITV launched its World Cup advertising packages in November, which is said to have generated large interest. Those that took up the option, though, would not be used during the drinks breaks, essentially cutting the time ITV can use their own clients short.
FIFA have confirmed that broadcasters are able to show split-screen ads during drinks breaks, but it remains to be seen how many will take up that option.
ITV have opted against showing split-screen adverts during drinks breaks at the World Cup
The broadcaster made the call due to rulings around what adverts they are allowed to show and how long for
The rules state that adverts cannot be shown within 20 seconds of the start of the hydration break, and they must end at least 30 seconds before the restart of play.
Hydration breaks themselves have been a controversial topic of the World Cup, with every game to have them due to the adjudged extreme heat in North America.
The breaks splitting each half of football will be three minutes long to allow players a chance to rehydrate and have the added benefit of sides being able to relay tactical information.
The move was deemed necessary at last year’s Club World Cup amid soaring temperatures and has been confirmed by FIFA as included in the upcoming tournament hosted by the US, Canada and Mexico.
The Six Nations split-screen adverts, meanwhile, infuriated rugby fans when they came into effect. They took to X in their droves to criticise the move.
‘ITV trying to make the Six Nations feel like the NFL. Ruining sport to hit their targets. Won’t be buying a SamsungUK anytime soon… get it back on BBC,’ one wrote.
Another said: ‘Any danger of a game of rugby breaking out in between these adverts?’
A third wrote: ‘Why are broadcasters so keen to disrupt the sporting events they’re screening? First they started interrupting football matches with interviews mid-match, now rugby matches are being drowned out by adverts during scrums. Absolutely no-one watching wants this.’
There was debate around if they would be shown during drinks breaks, which will be involved in every game at this summer’s tournament
Roger Mosey, former head of BBC TV news and ex-director of BBC Sport, said: ‘I don’t blame ITV for this. They deserve credit for keeping rugby free to air.
‘But I do believe rights holders should want the public to see sport live and uninterrupted. The Six Nations allowing in-game ad breaks is a daft idea, and it’s about money not the audience.’
