Why ITV Steered Clear of Hydration Break Ads at the World Cup

Hydration breaks at this year’s FIFA World Cup have proven controversial, with viewers expressing frustration at the ad breaks that some broadcasters have inserted into the three-minute pauses. British broadcaster ITV has chosen not to do so, and Kelly Williams, ITV’s MD of commercial, says it comes down to respecting the audience experience as well Read More

Last updated Jul 1, 2026 by ATDb automated enrichment