ITV has decided not to show commercial breaks during the mid-half hydration stoppages at this summer's World Cup, following a backlash from viewers. The broadcaster had been in talks with advertisers about using the three-minute breaks, which will occur after 22 minutes of each half in every match, for adverts.
Instead, ITV will continue with its 'pic-in-pic' advertising approach, which it first used during the Six Nations Championship. This method involves showing adverts in a small corner of the screen while the main action continues, allowing commentary teams to analyse the match without disruption.
The decision comes after Fifa announced the mandatory hydration breaks as a 'player welfare' measure, regardless of temperature. While the breaks offer significant commercial potential, ITV sources indicated that viewer sentiment was a key factor in avoiding full commercial breaks during such a major event.
The BBC, which shares live UK rights with ITV, is unaffected as it does not show adverts. The World Cup will be the first major tournament to stop all matches midway through each half for three minutes, a move that also brings long-term commercial benefits for Fifa.
