RTÉ to show ads in middle of live games during the World Cup

By Peter O’Dwyer

RTÉ plan to show advertisements during matches at this year’s World Cup in Brazil – the first time the national broadcaster will have done so.

FIFA have introduced mandatory cooling breaks which will take place in each half - one at the half hour mark and another after 75 minutes – at all venues where the temperature exceeds 32 degrees Celsius.

During these intervals, RTÉ will show one or two 30-second ads; depending on how long the break in play lasts.

RTÉ cross media manager Dermot Rigley confirmed the news in the Sunday Times, but said that advertisers had not yet been contacted in relation to the opportunity.

It is also reported that British station ITV, which along with the BBC has the television rights for the competition in the UK, is also considering the move during the breaks which can last up to three minutes.

ST News: RTE to cash in on 'water breaks' during World Cup matches by switching to ads during the short pause in on-field action

— Frank Fitzgibbon (@SoFrankFitz) April 19, 2014

The new advertising slots represent a move away from FIFA’s policy of restricting ads to pre and post-match, as well as at half time.

The tournament begins on June 12 when Brazil take on Group A opponents Croatia in Sao Paulo.