Ads during hydration breaks at the Fifa World Cup final could cost more than a Super Bowl commercial, according to one of the world’s biggest advertising groups.

This year’s World Cup in North America and Mexico has introduced a drinks break during each half of football, effectively cutting the game into quarters, like many US sports.

The move has proved controversial with fans but has allowed commercial broadcasters in the US to squeeze in more adverts during the short pause.

For the 19 July Fifa World Cup final, the ad slot price could exceed the $7m typically commanded by the NFL’s Super Bowl, believes Charlie Rudd of Publicis.

“[The US] is more Super Bowl territory. That’s when you’re paying $7-8m for a spot,” Rudd, chief executive of Publicis Groupe UK’s Creative Practice, told City AM.

“Then you are assuming that the US fans still have interest in the World Cup if they get knocked out. It does, in the US, seem to have taken hold of in a way that almost could get them Super Bowl viewing figures.”

ITV has so far decided against selling ads during hydration breaks in the World Cup games it is airing, leaving millions of pounds in potential spending on the table.

“Although it’s a global event, you buy locally. If you’re doing a deal you’re dealing with ITV for the UK – you’re buying the UK audience,” Rudd added.

“You’re probably paying at least £500,000 for a 30-second spot, which is 10 times what you’d be paying normally.” 

This year’s World Cup final will take place at New Jersey’s Metlife Stadium, and will kick off at 8pm, during a prime advertising period for Sunday night television in the UK.

The final will be broadcast on both ITV and the BBC.