[Transmission]

The FA Cup running into extra time earlier has reminded me, I meant to ask:

When ITV flog ad space for the likes of the FA Cup with the potential for it to go into extra time and penalties, do ITV sell ad space for the whole event as the "worse" case scenario, and if the match does not go to extra time but finishes when it should do as per the schedule, what happens to the adverts that now won't air and the money they've coughed up? Do they get a credit or does ITV just put them back in somewhere else in the schedule for a relatively similar number of eyes?

I don't know if it's what ITV do or if they do anything differently, but the norm for extra time is to split the post-match break so for example if there are 4 minutes of commercials, you'd get 2 minutes of them before extra time and the other 2 minutes after. Ad Sales advise on which commercials go on which side of the split and it's all prepped by Playout in advance so it can be pasted in as needed.