pivots

Fox has adopted a new split-screen approach to ads during the World Cup’s mandatory hydration breaks, after a stir among viewers over how it had been handling the pauses.

At the start of the tournament, the network aired full-screen ads during the three-minute breaks, cutting away from the field during the opening match between Mexico and South Africa. Soccer fans complained that they were missing on-field action, and the backlash mounted.

By the Mexico-South Korea match last week, Fox had changed course, running split-screen advertisements for the first time: two side-by-side panels, one keeping the camera on the stadium while the other played a commercial. The approach hasn’t been consistent, though. For Friday’s U.S.-Australia match, the network reverted to full-screen ads.

Fox declined to comment on the changes.

Viewers were quick to notice the split-screen format and weigh in on social media. “At least FOX stopped doing the stupid full screen breaks,” one user wrote on X. “I can live with split screen.”

The World Cup has posted substantial ratings gains for Fox.

Throughout the first 16 telecasts of the tournament, the network is averaging more than 6 million viewers from Fox and Fox Sports 1, up 128% from 2022’s World Cup in Qatar. The broadcast of the U.S. team’s first game this month was the most-watched FIFA Men’s World Cup telecast in English in U.S. history, with more than 18 million views, according to the network.

The hydration break itself is new to the World Cup. FIFA announced it in December as a way to protect players’ health in the summer heat. In every match, the referee is to call for a break around the 22-minute mark of both halves, regardless of the weather.

In addition to helping the players, these extra minutes created a new advertising window. Networks are allowed to leave the on-field action 20 seconds after the referee signals the hydration break and return 30 seconds before play resumes, allowing for ads of up to two minutes and 10 seconds in total. They can air any full-screen ad they’d like, or run a split-screen ad — though a split-screen has to feature a FIFA partner, such as Coca-Cola or Adidas.

Ads during the tournament’s earlier games reportedly cost around $200,000 for a 30-second slot. The price jumps to $750,000 when the U.S. is playing, according to the Wall Street Journal.

When any rules change in televised sports, the most dedicated fans are going to get upset, said Patrick Rishe, the director of the sports business program at Washington University in St. Louis. Despite all the online uproar, he said that the hydration breaks are overall beneficial, as they allow networks an extra opportunity to recoup revenue and brands to get additional exposure.

“This is commercially fantastic for FIFA and the networks. It’s tactically helpful for the teams, and I do think it’s helpful for growing interest in the sport,” Rishe said. “It makes it easier for the casual fans to stay engaged.”

Serena Williams opted to let Nike break the news about her pro tennis comeback at age 44 in two slick commercials. The abrupt end to her doubles foray at the HSBC Queen’s Club Championships was more muted.

Williams’ playing partner Victoria Mboko injured her left knee in a fall during a singles match Wednesday. The turn of events restricted Williams’ return to tennis to one match, a 7-6(2), 6-2 victory with the Canadian teenager over No. 3 seeds Erin Routliffe and Nicole Melichar-Martinez.

Shed no tears for Williams. She pivoted quickly and will partner with Czech tennis star Karolína Muchová in doubles at the grass-court WTA 500 Berlin Open next week.

“Every tournament I add to my schedule right now feels special, and Berlin is no exception,” Williams said in a statement. “I’m excited to compete in front of the German fans and continue building momentum throughout the grass-court season.”

Another commercial by Nike, her collaborator and business partner of more than two decades, probably isn’t necessary. Williams’ announcement that she would play for the first time since the 2022 U.S. Open came via a pair of clips from the athletic footwear and apparel conglomerate.

One was captioned “good news travels fast.” Talk about buzzy. Her phone makes all sorts of sounds while she’s working out on the court, ending with the text: “Guess everybody heard the news,” and her saying, “I gotta change my number.”

The second is even zanier, a bit with LeBron James and Nike executives pitching a film called “The GOAT’s Goodbye” to Williams, who wants none of it because she still wants to play. James says to the suits, “You’re gonna have to find someone else,” and Williams walks onto the court with racket in hand.

Tagline: “The GOAT’s back.”

For now, her comeback is open-ended. Wimbledon begins June 29 and Williams has not indicated whether she will play. She has 14 titles in the prestigious tournament, six in doubles, one mixed doubles and seven in singles.

Asked shortly after her lone doubles victory at the Queen’s Club why she returned to the tour after a hiatus punctuated by the birth in 2023 of her second child, Adira River Ohanian, Williams shrugged.

“I don’t know, I had nothing better to do,” she said with a smile. “I got tired of sitting at home. My kids are out of school for the summer, so why not?”

The Lee Jae Myung government has shifted its focus to a peaceful “two-state” coexistence with North Korea, rather than pressure and confrontation, the unification ministry’s white paper showed Monday, striking a markedly different tone from its predecessor.

The annual paper reflects the push by the Lee government, which took office in June last year, to repair the strained inter-Korean relationship based on building mutual trust.

The previous conservative Yoon Suk Yeol government sought to bring about change in North Korea through pressure and the influx of outside information.

The latest white paper laid out three key guiding principles: Seoul respects North Korea’s system, does not pursue unification by absorption and does not engage in hostile activities.

Built on these principles, the government has framed its overarching policy as one of “peaceful coexistence and mutual growth on the Korean Peninsula.”

In particular, regarding Pyongyang’s “two hostile states” policy, the document specified the ministry’s stance that highlights the need for a transition to a “peace-oriented two-state relationship” aimed at achieving unification.

At a year-end party meeting in December 2023, the North Korean leader declared inter-Korean relations as those between “two states hostile to each other” and has since pursued hostile policies toward Seoul.

“Considering the reality that the South and the North exist as two de facto states, we intend to develop inter-Korean relations into a relationship of peaceful coexistence while still aiming for unification,” the ministry said.

Critics said the ministry’s “peace-oriented two-state relationship” narrative runs counter to the long-held stance that inter-Korean ties are a “special relationship” tentatively formed in the process of seeking unification, not as state-to-state relations.

Among the measures cited is the Lee government’s decision to halt the sending of anti-Pyongyang leaflets to North Korea and stop loudspeaker broadcasts along the border as steps to ease military tension and rebuild trust.

The paper also outlines plans to revive the Sept. 19 inter-Korean military agreement, signed by former President Moon Jae-in and North Korean leader Kim Jong-un in 2018, and pursue a bilateral accord to establish a systematic foundation for peaceful coexistence.

The shift in policy priorities is visible in the paper’s language. References to “peace” and “peaceful coexistence” surged to 196 from 29 and mentions of “meeting” or “dialogue” rose to 58 from 16.

By contrast, the section on North Korean human rights has been significantly scaled back. The term “North Korea’s human rights” dropped to 26 from 156, and “freedom” fell to three from 43. Mentions of “North Korean defectors” plummeted to just 10 from 203.

In a foreword message for the paper, Unification Minister Chung Dong-young stated, “Peace on the Korean Peninsula is not a choice for us, but a lifeline.”

“As we practice peace through actions rather than words, I hope that the South and the North can sit down together once again as neighbors peacefully coexisting with each other,” he added.

Despite Seoul’s olive branch, inter-Korean relations remain virtually frozen. There has been no inter-Korean human exchange in five years and no economic exchange whatsoever, the paper showed.

Pyongyang, meanwhile, has doubled down on its two-state policy, revising its constitution to remove all references to unification and cutting off remaining ties with Seoul.

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