World Cup matches use hydration breaks to air commercials
Broadcasters are leveraging mandatory player cooling periods to insert television advertisements, even when weather conditions do not strictly require a pause.
The traditional flow of international football is shifting to accommodate the demands of modern television advertising. During the World Cup, matches are being paused for hydration breaks that allow broadcasters to air commercials. While these breaks were originally designed to protect player health during extreme heat, they are now being utilized even when temperatures are mild.
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