ITV, a renowned British free-to-air television channel, has reportedly decided against airing advertisements during drinks breaks at the forthcoming World Cup. This decision comes in light of Ofcom rules that limit the number of ads a broadcaster can air per hour.
FIFA had previously announced that broadcasters would be permitted to show ads during drinks breaks. With two such breaks expected in each match due to anticipated high temperatures in host nations - the US, Canada, and Mexico - this presented an opportunity for additional ad slots. However, these adverts would have to commence at least 20 seconds after the onset of the drinks break and conclude at least 30 seconds before play resumes.
Despite this opportunity, ITV has chosen not to take advantage of it due to Ofcom regulations. These rules stipulate a maximum number of ads that can be aired per hour by any broadcaster. Consequently, if ITV were to broadcast an ad during a drinks break, it would likely necessitate reducing some ad time either during half-time or before and after matches.
Limited market for drinks break ads
Another factor influencing ITV's decision is that only official FIFA sponsors are permitted to air ads during these drink breaks. This restriction significantly narrows down the market available for selling these advertising slots. While UK-based broadcasters like ITV are opting out from airing ads during drink breaks due to regulatory constraints and limited market size; broadcasters outside of UK especially those operating in less regulated markets are expectedly going ahead with this option.
ITV’s previous experience with similar advertising strategies might also have influenced their current decision. The network had aired in-play advertisements during Six Nations rugby tournament earlier this year which received mixed responses from viewership indicating potential risks associated with such advertisement strategy.
While FIFA’s new rule offers additional advertising opportunities for broadcasters, ITV’s decision to avoid drinks break ads during the World Cup highlights the complexities of balancing regulatory requirements, market limitations and viewer preferences in sports broadcasting.
