Fox Sports trials split screen during World Cup cooling breaks | OneFootball

Fox Sports trialled a split-screen format during World Cup cooling breaks, combining live pictures with adverts to keep coverage on screen.

According to L'Équipe, the broadcaster first used picture-in-picture on Thursday evening in Mexico v South Korea, then repeated it for USA v Australia.

During the breaks, advertising usually fills the screen. Fox kept a small window on the left showing players hydrating or fans reacting, while a larger pane on the right carried the commercials.

For one minute 30, viewers could watch match images and replays alongside the ads. The background shifted to each campaign’s colour, with the brand logo displayed beneath the live inset.

The approach was intended to balance sporting continuity with commercial demands.

Source: L'Équipe