Fox embraces a hybrid ad approach during World Cup hydration breaks, following backlash
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Fox has adopted a new split-screen approach to ads during the World Cup’s mandatory hydration breaks, following 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.
Hollywood Inc.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 so far has posted substantial ratings gains for Fox.Throughout the first 16 telecasts of the tournament, the network is averaging over 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 earlier this month was the most-watched FIFA Men’s World Cup telecast in English-language U.S.history, with over 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, regardle...