The decision to add “water breaks” to the World Cup outside of the ordinary halftime — even for teams competing in domed, air-conditioned stadiums — had more than a whiff of greed about it, and reports indicate that the added commercial breaks are indeed making broadcaster Fox a fortune. According to media buyers familiar with the amout that hydration break ads are selling for — between $200,000 and $750,000 depending on the matchup and the stakes of the game — the six minutes of hydration breaks per game are adding up to $2.5 million and $9 million per game. This means that the water breaks are reaping the broadcaster at least $250 million, and possibly $500 million to $600 million, on top of the ordinary commercial breaks.
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