Fox adopts partial ads in World Cup breaks

Fox has adopted a split-screen advertising approach during hydration breaks at the 2026 World Cup to address viewer complaints about full-screen ads blocking on-field action. While some matches feature split-screen ads, others revert to full-screen, and pricing for these spots has increased significantly. The hydration breaks, introduced by FIFA to protect players in the summer heat, also serve as a new advertising window, generating substantial revenue for broadcasters and brands. Despite mixed viewer reactions, the approach is seen as beneficial for revenue and audience engagement.

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