The AFL's decision to not shorten the half-time break came amid anxiety from broadcasters fearing a loss in advertising revenue.

But the main 20-minute break may still be altered soon, with a new broadcast rights deal only three years away.

The half-time break will remain at 20 minutes for the 2020 season. Credit:AAP

The idea to reduce half-time from 20 to 15 minutes had been greeted with positivity by the 18 club chief executives when it was floated by league boss Gillon McLachlan at the end of last year.

And while it has been reported it was the broadcasters who had instigated the discussion, industry sources have confirmed to The Age it was in fact driven by the league.