Fox embraces a hybrid ad approach during World Cup hydration breaks, following backlash
Key takeaways
- Fox has adopted a new split-screen approach to ads during the World Cup’s mandatory hydration breaks, following a stir among viewers over how it had been handling the pauses.
- At the start of the tournament, the network aired full-screen ads during the three-minute breaks, cutting away from the field during the opening match between Mexico and South Africa.
- For Friday’s U.S.–Australia match, the network reverted to full-screen ads.
Austria players refresh during the hydration break at the World Cup Group J soccer match between Argentina and Austria in Arlington, Texas. (Tony Gutierrez / Associated Press) By Cerys Davies Staff Writer Follow June 22, 2026 2:06 PM PT 3 min Click here to listen to this article Share via Close extra sharing options Email Facebook X Linked In Threads Reddit Whats App Copy Link URL Copied! Print 0:00 0:00 1x This is read by an automated voice. Please report any issues or inconsistencies here.
Fox has adopted a new split-screen approach to ads during the World Cup’s mandatory hydration breaks, following a stir among viewers over how it had been handling the pauses.
At the start of the tournament, the network aired full-screen ads during the three-minute breaks, cutting away from the field during the opening match between Mexico and South Africa. Soccer fans complained that they were missing on-field action, and the backlash mounted.