Fox embraces a hybrid ad approach during World Cup hydration breaks after backlash
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Fox has adopted a new split-screen approach to ads during the World Cup’s mandatory hydration breaks, after a stir among viewers over how it had been handling the pauses.
At the start of the tournament, the network aired full-screen ads during the three-minute breaks, cutting away from the field during the opening match between Mexico and South Africa. Soccer fans complained that they were missing on-field action, and the backlash mounted.
By the Mexico-South Korea match last week, Fox had changed course, running split-screen advertisements for the first time: two side-by-side panels, one keeping the camera on the stadium while the other played a commercial. The approach hasn’t been consistent, though. For Friday’s U.S.-Australia match, the network reverted to full-screen ads.
Fox declined to comment on the changes.
When the World Cup kicked off last week, FIFA introduced hydration breaks. Many networks are utilizing the pause as a new advertising window — and some fans aren’t happy.
Viewers were quick to notice the split-screen format and weigh in on social media. “At least FOX stopped doing the stupid full screen breaks,” one user wrote on X. “I can live with split screen.”
The World Cup has posted substantial ratings gains for Fox.
Throughout the first 16 telecasts of the tournament, the network is averaging more than 6 million viewers from Fox and Fox Sports 1, up 128% from 2022’s World Cup in Qatar. The broadcast of the U.S. team’s first game this month was the most-watched FIFA Men’s World Cup telecast in English in U.S. history, with more than 18 million views, according to the network.
The hydration break itself is new to the World Cup. FIFA announced it in December as a way to protect players’ health in the summer heat. In every match, the referee is to call for a break around the 22-minute mark of both halves, regardless of the weather.
The first World Cup tournament matches held on U.S. soil since 1994 are doing numbers for audience levels on Fox and Telemundo, more than doubling viewer counts from four years ago.
In addition to helping the players, these extra minutes created a new advertising window. Networks are allowed to leave the on-field action 20 seconds after the referee signals the hydration break and return 30 seconds before play resumes, allowing for ads of up to two minutes and 10 seconds in total. They can air any full-screen ad they’d like, or run a split-screen ad — though a split-screen has to feature a FIFA partner, such as Coca-Cola or Adidas.
Ads during the tournament’s earlier games reportedly cost around $200,000 for a 30-second slot. The price jumps to $750,000 when the U.S. is playing, according to the Wall Street Journal.
When any rules change in televised sports, the most dedicated fans are going to get upset, said Patrick Rishe, the director of the sports business program at Washington University in St. Louis. Despite all the online uproar, he said that the hydration breaks are overall beneficial, as they allow networks an extra opportunity to recoup revenue and brands to get additional exposure.
“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. “It makes it easier for the casual fans to stay engaged.”
