Fox Sports has introduced a split-screen advertising format during the FIFA World Cup’s mandatory hydration breaks following viewer complaints about full-screen commercials blocking live on-field action. The hydration breaks, new to the tournament and implemented by FIFA to protect players from heat-related health risks, occur around the 22nd minute of each half in every match.
At the start of the World Cup, Fox ran standard full-screen ads during the three-minute breaks, which began with the opening match between Mexico and South Africa. This approach drew criticism from fans who objected to missing live coverage during these pauses. Responding to the backlash, Fox experimented with a split-screen format by the Mexico-South Korea game, displaying the live stadium on one side while running commercials in the adjacent panel. However, this method has not been consistently applied, as Fox reverted to full-screen ads during the U.S.-Australia match held on June 30.
Fox declined to provide official commentary on the advertising changes. Social media reactions to the split-screen ads were mixed but generally more favorable than the earlier full-screen interruptions. One fan noted on the platform X that the split-screen was an acceptable compromise compared to the prior approach.
The hydration breaks have created new advertising opportunities for networks, allowing approximately two minutes and ten seconds of commercial time per match. Under FIFA’s rules, broadcasters can delay leaving the live action by 20 seconds after the break is signaled and must return 30 seconds before play resumes. While networks may air any full-screen commercials during this window, split-screen ads must feature official FIFA partners, such as Coca-Cola or Adidas.
The World Cup has brought significant ratings increases for Fox Sports, with combined viewership on Fox and Fox Sports 1 averaging over six million viewers during the first 16 tournament broadcasts—a 128% increase from the previous World Cup in Qatar in 2022. The broadcast of the U.S. men’s team first game this month set a record as the most-watched FIFA Men’s World Cup telecast in English in U.S. history, drawing more than 18 million viewers.
Advertising costs have reflected this demand, with 30-second spots during early tournament matches reportedly priced around $200,000, climbing sharply to approximately $750,000 for U.S. games.
Patrick Rishe, director of the sports business program at Washington University in St. Louis, acknowledged fan dissatisfaction regarding the new hydration break commercials but emphasized their overall benefit. He noted that the breaks provide commercial advantages for FIFA and broadcasters, tactical benefits for players, and opportunities to maintain viewer engagement, especially among casual fans.
“This is commercially fantastic for FIFA and the networks. It’s tactically helpful for the teams, and I do think it’s helpful for growing interest in the sport,” Rishe said.