ITV will not cash in and show commercials during World Cup drinks breaks



B reaks will be held after 30 minutes of each half if the temperature is forecast to be above 32 degrees

Each break, should it be deemed necessary, would last three minutes



Official World Cup broadcasters were given the option by FIFA to show adverts during the break

ITV decided to focus the break in play on the game



ITV Sport will not show commercials during the drinks breaks which will occur during a number of World Cup matches.



FIFA gave broadcasters the option of advertising during the cooling periods, which will be decided on a match-by-match basis by the venue medical officer if the temperature exceeds 32°C.



But ITV, despite the potential advertising riches, wanted to keep their broadcasts focused on the game, which was felt to be in the best interests of viewers. Each break, should it be enforced, will last three minutes.



Team photo: Adrian Chiles (centre) will head a 16-strong team which includes regular ITV pundits Roy Keane (3rd left) and Lee Dixon (right) as well as former players including Patrick Vieira (3rd right)

FIFA gave the go-ahead in February to Italy coach Cesare Prandelli's proposal for water breaks after his experiences at the Confederations Cup in Brazil last summer.



After the draw in December saw England land matches in some of Brazil's hotter areas, Roy Hodgson supported the calls for the mid-half rest periods as he did in USA 1994 when he was manager of the Switzerland team.



Hot and bothered: England against Italy at the Arena da Amazonia in Manaus will likely feature water breaks

England's opening game against Italy in the jungle city of Manaus will likely feature water breaks but will be advert-free as it is being shown by the BBC.



England's games against Uruguay in Sao Paulo and Costa Rica in Belo Horizonte are being broadcast by ITV but temperatures at both are expected to be below the threshold.