ITV makes major broadcasting change after hugely controversial World Cup hydration breaks

ITV has decided to eliminate in-game advertisements during its rugby union broadcasts, following significant backlash over the use of split-screen ads during hydration breaks in the World Cup. This change comes as a response to viewer complaints and criticism from players who felt the ads disrupted the flow and fairness of the game. The decision to drop these ads for the National Championship next month highlights a broader trend of broadcasters reassessing viewer engagement and player experience in light of public feedback. This move could set a precedent for how sports coverage balances commercial interests with viewer satisfaction.