Fox’s full-screen ads during World Cup hydration breaks cause dismay in US: ‘Absolute nonsense’
Summary
Fox has started showing full-screen ads during the hydration breaks at World Cup soccer games in the US. Some viewers were unhappy because the ads caused them to miss part of the live action.Key Facts
- FIFA introduced hydration breaks in World Cup matches to help players cope with heat.
- These breaks occur once each half during every game, no matter the temperature.
- Fox, the English broadcaster in the US, showed full-screen ads during these breaks.
- In one match, viewers missed about 10 seconds of play because of the ads.
- FIFA asks broadcasters to return to live play 30 seconds before the game restarts.
- Many fans criticized Fox on social media for the ads and missing live action.
- Some viewers said commercial breaks are normal in US sports broadcasts.
- Telemundo, the Spanish-language World Cup broadcaster in the US, did not show full-screen ads during hydration breaks.
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