ITV has confirmed it will not deploy split-screen advertising during this summer's World Cup, retreating from a controversial practice that sparked considerable viewer fury during the Six Nations rugby tournament earlier this year.
The broadcaster trialled picture-in-picture adverts during the rugby competition, drawing sharp criticism from audiences who took to social media to voice their displeasure.
One viewer wrote at the time: "Watching rugby on ITV - what's this split‑screen advertising about? So irritating. Leave it till half-time."
Despite executives at the channel regarding the Six Nations experiment as commercially successful, regulatory hurdles and FIFA restrictions have rendered the approach impractical for football's showpiece event.
ITV are set to change their World Cup coverage after backlash to their coverage of the Six Nations
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FIFA announced in December that every match at the tournament would feature a single three-minute hydration stoppage in each half, presenting broadcasters with an unprecedented opportunity to run advertisements during live play.
The world governing body has permitted split-screen commercials during these pauses, marking a departure from the traditional model where adverts were confined to half-time intervals.
However, FIFA has imposed strict conditions on the practice.
Advertisements cannot commence until 20 seconds after the referee halts proceedings, and coverage must return to the match feed at least 30 seconds before play resumes.
Crucially, only FIFA's own commercial partners and tournament sponsors may feature during these windows.
The regulatory framework governing British broadcasting has ultimately scuppered ITV's ambitions.
Ofcom imposes strict limits on the total duration of advertising that channels may broadcast, meaning any commercials shown during drinks breaks would necessitate corresponding reductions to conventional ad segments.
ITV came under fire for showing adverts during the Six Nations match between France and Ireland | ITCThis constraint significantly diminishes the commercial appeal of the split-screen format for the World Cup coverage.
According to reports, ITV launched its advertising packages for the tournament back in November, generating substantial interest from potential clients.
Those advertisers who purchased slots would not, however, be permitted to appear during the hydration pauses, effectively curtailing the broadcaster's ability to maximise revenue from its own commercial partners.
England will face Croatia, Ghana and Panama in Group L as Thomas Tuchel's side seek to end six decades of tournament heartache.
The World Cup will be hosted in the United States, Canada and Mexico | PAThe Three Lions' campaign will be broadcast jointly by ITV and the BBC, with both channels sharing coverage of the national team's progress through the competition.
The tournament kicks off on Thursday, 11 June, with matches spread across 16 venues in the three host nations.
The United States will stage the majority of fixtures at 11 stadiums, whilst Mexico contributes three grounds and Canada provides two.
All 104 matches will feature the three-minute hydration breaks deemed necessary due to anticipated extreme temperatures across North America.