Many soccer fans were upset that the Fox network missed out on the first match of the World Cup. During last Thursday's Mexico vs. South Africa match, Fox ran a full-screen ad during the hydration break, much to the chagrin of many viewers. After the referee called a hydration break in the second half, there was some confusion during the commercial airing. Fox shows full-screen commercials before halftime ends, forcing players to wait on the field and spectators missing the game's resumption.
Garrett Denney, a World Cup fan, said, 'I love watching football because it provides 45 minutes of continuous entertainment. Any break, be it a hydration break or anything else, is not good for the game.' Fox has not commented on the matter.
FIFA has re-introduced hydration breaks to protect players' health during the heat. In each match, the referee calls a time-out approximately 22 minutes into each half, which applies regardless of the weather.
To air commercials, networks must leave the action on the field 20 seconds after the referee's signal and return 30 seconds before the start of the game, giving a total of two minutes of commercial time.
On the other hand, the Telemundo Network has received praise from viewers for limiting advertising. While Fox ran full-screen ads during the Mexico vs. South Africa match, Telemundo kept their players on camera and cut the ads short.
Many viewers praised Telemundo's approach.
