How broadcasters handle World Cup 2026 hydration breaks and ad slots | OneFootball

World Cup 2026 has introduced three-minute hydration breaks midway through each half, and broadcasters are handling them in different ways. FIFA requires coverage to return to stadium pictures 30 seconds before play restarts.

ITV has cast the tournament as a six-week summer Super Bowl for TV advertising, helped by 104 matches rather than 64 and by inventory in these stoppages. “This will be our most profitable tournament of all time,” said Kelly Williams, ITV’s chief commercial officer, speaking to the Guardian.

In the United States, Fox has already slipped. During the opening match, Mexico 2-0 South Africa on Thursday, viewers missed 10 seconds of play when an ad break overran midway through the second half. Fox reportedly explained to FIFA that it did not know referee Wilton Sampaio had called an early hydration break after Raúl Jiménez scored the second in the 67th minute, which delayed its ad insertion and spilled into the restart.

In France, M6 and beIN Sports have opted to run one minute of adverts within the three-minute stoppage. Many rightsholders worldwide are taking a similar approach, some more openly than others.

Public broadcasters such as the BBC and Germany’s ARD, co-broadcaster with Magenta Sport, are legally barred from advertising during matches, so they stick to live pictures and analysis.

US Spanish-language network Telemundo also avoids commercials during the breaks despite no legal requirement, an editorial choice. Its commentators have stressed a preference to keep viewers with the players and fans rather than the corporate side of football.

Source: L'Équipe