ITV has reportedly scrapped plans to air “picture-in-picture” advertisements during the 2026 FIFA World Cup, despite the introduction of mandatory hydration breaks that many expected to become new commercial goldmines.
The Fans’ Victory
The decision follows a controversial trial during the Six Nations rugby tournament in February, where ITV aired split-screen ads for brands like Samsung and Virgin Atlantic. The move sparked a significant backlash on social media, with viewers accusing the broadcaster of “greed” and disrupting the flow of live sport.
While the new FIFA-mandated hydration breaks effectively split football matches into four quarters—offering a perfect window for ads—ITV has opted to stick to traditional broadcasting formats to protect the viewing experience.
Regulatory and Commercial Hurdles
Beyond fan disapproval, ITV faced practical obstacles in implementing the new format:
- Ofcom Restrictions: UK broadcasting rules limit the total volume of advertising allowed per hour. Adding in-game ads would likely have forced ITV to cut its highly profitable pre-match or halftime slots.
- Existing Contracts: ITV launched its World Cup ad packages in November. These deals did not include “in-game” inventory, and introducing new formats now could have devalued the space already purchased by existing clients.
The Cost of Free-to-Air
Industry experts suggest that while ITV is stepping back for now, the pressure to find new revenue streams remains. With the cost of sports rights skyrocketing and linear TV audiences declining, broadcasters are struggling to keep major tournaments on free-to-air television.
“This isn’t about greed; it’s about making the economics of free-to-air work,” said Ed Abis, CEO of Dizplai. While rugby has natural stoppages that suit split-screen ads, football is “trickier” because “dead time” is often spent on tactical positioning that fans don’t want to miss.
Looking Toward 2030
Though fans are safe from in-game interruptions for the 2026 tournament, the door isn’t closed forever. ITV already holds the rights for the 2030 World Cup, providing a longer runway to experiment with ad tech that feels less intrusive to the beautiful game.