The Surprising Reason ITV Is Skipping Ad Breaks During World Cup Hydration Halts Revealed
We’re all getting used to those stoppages in play midway through each half.
The hydration breaks – or as we all called them until about a week ago, drinks breaks/water breaks – are in effect in every game at the World Cup, regardless of conditions.
That has come to the frustration of many fans, but certainly not to broadcasters worldwide, whose eyes turn into dollar signs every time the sides trundle over to the dugout to grab their bottles. But not ITV.
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As a public broadcaster, the BBC of course cannot show adverts, other than those absolutely unbearable ‘funny’ reminders to buy a TV licence that we’ve already had to sit through approximately half a million times over the first week of the tournament. The sight of Marc Warren’s face now makes us involuntarily sick.
But ITV are a commercial broadcaster who derive the bulk of their income from adverts – so how come they aren’t cashing in on the drinks breaks?
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