MID-MATCH adverts are coming to the World Cup as ITV get the go-ahead to show water break split-screen ads

World Cup coverage on ITV this summer is set to feature mid-match adverts, risking fury from fans watching the tournament. 

The heat in the US means there will be water breaks in the middle of each half and FIFA will allow broadcasters split-screen commercial pauses during that time, according to the Athletic. 

Historically the advert breaks during major tournaments have only been shown before the match, during half-time and then after full-time. 

But ITV and other international channels have been permitted by the sport’s governing body to cut away while players refuel. 

The change has already been seen in the Six Nations coverage, angering supporters when various products have been plugged during a pause in play. 

ITV have not yet confirmed whether they will take up the option to do the same at the World Cup. 

The split-screen adverts have meant viewers can still keep an eye on the action but are taken out of the immersive experience of watching a game when the commercial appears and sound switches to that side of the screen. 

The report states that there are some guidelines in place laid out by FIFA. 

Broadcasters must not start the advert until at least 20 seconds after the referee has blown the whistle to stop play and they also need to return to match coverage at least half-a-minute before the game resumes. 

There is no mandate for the break to show adverts and broadcasters can also choose to head back to the studio, allow pundits to take over the audio from commentators or simply stay with the match feed as has previously been the case. 

Another limitation is that the only adverts allowed to be shown are ones from official FIFA sponsors. 

That is only the case for split-screen adverts and full-screen ones can still be any company the broadcaster chooses. 

The drinks breaks splitting each half of football will be three minutes long to allow players a chance to rehydrate and have the added benefit for sides to relay tactical information. 

The move was deemed necessary at last year’s Club World Cup amid soaring temperatures and confirmed by FIFA as included in the upcoming tournament hosted by the US, Canada and Mexico. 

No doubt ITV will be conscious of how unpopular a decision to interrupt matches with adverts could be among viewers. 

The Six Nations split-screen adverts infuriated rugby fans when they came into effect. They took to X in their droves to criticise the move. 

It remains to be seen how Laura Woods and Co break up the coverage of the matches on ITV

‘ITV trying to make the Six Nations feel like the NFL. Ruining sport to hit their targets. Won’t be buying a SamsungUK anytime soon… get it back on BBC,’ one wrote.

Another said: ‘Any danger of a game of rugby breaking out in between these adverts?’

A third wrote: ‘Why are broadcasters so keen to disrupt the sporting events they’re screening? First they started interrupting football matches with interviews mid-match, now rugby matches are being drowned out by adverts during scrums. Absolutely no-one watching wants this.’

Roger Mosey, former head of BBC TV news and ex-director of BBC Sport, said: ‘I don’t blame ITV for this. They deserve credit for keeping rugby free to air.

‘But I do believe rights holders should want the public to see sport live and uninterrupted. The Six Nations allowing in-game ad breaks is a daft idea, and it’s about money not the audience.’