ITV have dismissed using split‐screen advertisements during the 2026 World Cup following the backlash to in‐game commercials broadcast during the Six Nations. FIFA announced in December that each half will feature a single three‐minute interval, providing the chance for broadcasters to air advertisements while play is suspended for the first time.
Previously, commercials were only permitted at half‐time. Throughout the tournament, all 104 fixtures will incorporate three‐minute drinks breaks in each half. FIFA has directed broadcasters that these intervals cannot commence within 20 seconds of the referee halting play, and transmission must return to the match feed at least 30 seconds before play restarts.
However, according to the Daily Mail, ITV will not be adopting the option. The broadcaster, regulated by Ofcom, is said to be constrained by the total volume of advertising it is allowed to display, meaning split‐screen commercials would necessitate reductions in traditional commercial intervals.
FIFA also restricts the breaks to its own commercial partners and tournament sponsors. UK broadcasters have customarily presented live sport without interruptions, only breaking to advertisements at half-time or between periods of play.
That changed during the Six Nations, when split‐screen commercials were launched. The decision didn’t sit well with rugby supporters at the time.
One viewer commented at the time: “Watching rugby on ITV – what’s this split‐screen advertising about? So irritating. Leave it till half-time.” Another remarked: “Shocking split of the screen during the rugby for an advert!”
A third stated: “Hating this advert split‐screen during the rugby.” The World Cup touches down in the United States, Canada and Mexico in June, with the opening fixture now fewer than three months away on Thursday, June 11.
Throughout the three host countries, 16 venues will host matches – 11 in the USA, three in Mexico and two in Canada. ITV will share the duty of broadcasting England’s fixtures throughout the competition alongside the BBC.