Broadcasters air commercials during World Cup hydration breaks
Broadcasters cut to full commercial breaks, sponsor promotions and even Cowboys cheerleader sidelines routines during FIFA-mandated hydration breaks, including the Netherlands vs Japan match at Dallas's climate-controlled AT&T Stadium. The scheduled pauses last about four minutes and were used to air extra sponsor spots, in-arena promotions and network sweepstakes instead of simple player water time. Because many venues are air-conditioned and the breaks interrupt peak play, observers say the pauses extend commercial time, create unequal rest conditions between indoor and outdoor matches, and turn a player-welfare pause into additional ad inventory.
British commentators wondering why there is a “hydration break” in a climate controlled environment lmao
Susie Jones28Commercial time rules the US tv industry
Todosco Jones the liminal spaceman12We already understand why "American Football" is all about the interruptions. Soccer, being essentially a fluid game, never lent itself to TV commercials in any commercially viable form, but here we are.
Coba Weel6I can see it being a cash grab but I wonder if the concern was about having different rules for different venues, and some of them are hella hot? Also air conditioning a drafty building that’s not a house where people shower and cook can mean really dry air.
Jen5When they only did hydration breaks above a certain temp there were complaints about breaks interrupting play and momentum and unfair. This year everybody does the breaks.
Anderson Cooper's Stunt Double 3I mean even if you ignore the fact that FIFA makes a little more ad money... Of course there are hydration breaks in a dome. Otherwise they are playing a different set of rules than the rest of the tournament
AUNTIE PHỞ3An excuse for David Beckham to hawk more potato chips and power tools while lowly mortals just wanna watch more footy.
Ian Ford 🇪🇺 🇺🇦2Jaysus - but of course!!!!! You guys see ads during the "hydration breaks"!!!!! 😮😮😮😮 Didn't twig that until you mentioned it...
phew thank god fifa insisted for hydration breaks at every game so this incredible japan - netherlands second half can be paused for a water break in an indoor stadium
crb10797(the "hydration" breaks have made for better games)
kate2shocked comms clocked how stupid in the first. hope they’re binned by the end of groups and its make good central for brands
For real, that was too much excitement for me. Glad someone put a stop to it
Jared Wade2Last night was equally stupid bsky.app/profile/jare...
