TVP to sell commercial spots during World Cup hydration breaks

Polish public broadcaster TVP announced it will sell advertising slots during the new "hydration break" introduced at the 2026 FIFA World Cup. The broadcaster will offer 15‑second, 30‑second or other length commercials, with priority given to official FIFA sponsors and, if they decline, other advertisers may purchase space.

Ads will be available in all knockout‑stage matches – the four quarter‑finals, two semi‑finals, the third‑place match and the final. TVP’s marketing office cites audience data showing that viewers remain in front of the screen during the breaks, with the first autopromotional spot reaching 3.1 million viewers and the first commercial reaching 2.7 million. Pricing disclosed for quarter‑final matches ranges from 44,000 to 60,000 zlotys for a 30‑second spot, while full‑time‑out breaks cost 90,000 to 145,000 zlotys, and the final’s 30‑second slot may fetch up to 412,000 zlotys.