ITV is negotiating with its commercial partners about the possibility of airing advertisements during the mid-half drinks breaks that will occur in every match at this summer's World Cup. Global broadcasters have been informed of Fifa's rules for the three-minute hydration breaks, which will take place after 22 minutes of each half, regardless of the temperature.
A commercial break of two minutes and ten seconds will be permitted if TV companies choose to cut away from the on-field action. Alternatively, they can stay with the live pictures or adopt a hybrid approach using a split screen. ITV may resist selling full commercial breaks in favour of continuing the 'pic-in-pic advertising' it used during this year's Six Nations Championship.
ITV declined to comment, but sources indicated that the in-picture adverts during scrums in the Six Nations had been well received by viewers, whom they are wary of antagonising during such an important event as the World Cup. In-picture adverts are seen as less disruptive and allow commentary teams to continue their analysis of the match.
ITV shares 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 32C.
Fifa announced in December that it would introduce the break in each of the 104 World Cup matches as a 'player welfare' measure, but it will also bring significant commercial benefits, particularly in the long term.
