ITV has decided against using the controversial feature for this summer’s World Cup after the broadcaster faced a significant backlash when it was rolled out for the Six Nations
ITV have ruled out using split‑screen adverts during the 2026 World Cup after the backlash to in‑game ads shown during the Six Nations. FIFA confirmed in December that each half will include a single three‑minute stoppage, creating the opportunity for broadcasters to run adverts while play is paused for the first time.
Previously, ads were only allowed at half‑time. During the tournament, all 104 matches will include three‑minute drinks breaks in each half.
FIFA has instructed broadcasters that these pauses cannot begin within 20 seconds of the referee stopping play, and coverage must return to the match feed at least 30 seconds before play resumes. However, according to the Daily Mail, ITV will not be taking up the option.
The broadcaster, monitored by Ofcom, is said to be restricted by the total amount of advertising it is permitted to show, meaning split‑screen ads would force reductions in traditional commercial breaks. FIFA also limits the breaks to its own commercial partners and tournament sponsors.
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UK broadcasters have traditionally shown live sport without interruptions, only cutting to adverts at half-time or between periods of play. That changed during the Six Nations, when split‑screen ads were introduced.
The move didn’t go down well with rugby fans at the time. One viewer wrote at the time: “Watching rugby on ITV – what’s this split‑screen advertising about? So irritating. Leave it till half-time.”
Another added: “Shocking split of the screen during the rugby for an advert!” A third said: “Hating this advert split‑screen during the rugby.”
The World Cup arrives in the United States, Canada and Mexico in June, with the opening match now less than three months away on Thursday, June 11. Across the three host nations, 16 stadiums will stage games – 11 in the USA, three in Mexico and two in Canada.
ITV will have the responsibility of showing England’s games throughout the tournament alongside the BBC.
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