ITV will not show split-screen adverts during this summer's World Cup because of a FIFA ruling that has thrown a spanner in the works. According to The Times, ITV launched its World Cup advertising packages in November, which is said to have generated large interest. FIFA have confirmed that broadcasters are able to show split-screen ads during drinks breaks, but it remains to be seen how many will take up that option. Hydration breaks themselves have been a controversial topic of the World Cup, with every game to have them due to the adjudged extreme heat in North America. The Six Nations split-screen adverts, meanwhile, infuriated rugby fans when they came into effect.

Source: Daily Mail March 25, 2026 18:44 UTC