Side-by-side is a type of split-screen presentation format used on television broadcasts, particularly as a means of continuing to show a view of ongoing live content, whilst simultaneously airing commercials alongside them. Typically, only the audio of the advertising is played. The practice was initially synonymous with sporting events, with ESPN first having used the name for split-screen commercials during telecasts of auto racing, there are no natural locations for commercial breaks besides caution periods — which vary based on race conditions. The concept has since been adopted, at times, in other sports such as golf, as well as football and other non-sports events: although there are natural breaks in football, the content displayed in the live view may consist of behind-the-scenes content.
By network
ESPN and ABC
The technology uses a split-screen to show the feed of the live sports event on one side with no audio, while the traditional commercial is placed on the other side, with full audio. Typically, the square used for the commercial is larger and more prominent than that of the event. Sometimes, a small graphic showing the lap count and leaders' names accompanies the square, or the normal ticker is still shown in the layout. side-by-side is used during all national commercial breaks during the race but Side-by-Side is also used during local breaks. Side-By-Side can also be used during the pre-race and the post-race segments. During red flag stoppage conditions, Side-by-Side has been used, but during lengthy delays, such as rain delay, commercials revert to traditional full-screen format. ESPN first used Side-By-Side for an IndyCar event on March 19, 2005 during the Toyota Indy 300 at Homestead-Miami Speedway. It was adopted for the entire season outside of Indianapolis. The format was first used for the Indianapolis 500 in 2006. Starting during the playoffs of the 2011 NASCAR Sprint Cup Series, ESPN began to use a similar feature during the second half of the race. When Formula One returned to ESPN in 2018, ESPN used Sky Sports's UK coverage, and again used the format for its first broadcast. However, following heavy criticism from fans, ESPN televised the remaining races of the season with no commercial breaks starting from the Bahrain Grand Prix.
TNT
NASCAR on TNT used a modified split-screen format for their broadcast of the Coke Zero 400 at Daytona branded as "Wide-Open Coverage"; the running order ticker and all on-screen graphics were displayed in an enlarged panel at the buttom of the screen. Commercials were instead shown in a box docked to the lower panel, while race footage continued to be displayed. Many of the commercials were unique and/or specially created for the race broadcast, and lasted up to 1–2 minutes in duration. Time was still provided for local ad breaks. The format was used from 2007 through 2012; the 2013 edition of the race discontinued the format.
Beginning in 2009, Versus, now known as NBCSN, became a new television partner with the IndyCar Series. During the race broadcast, they introduced IndyCar Non-Stop with a format and appearance nearly identical to that of Side-By-Side. The format has since been extended in 2013 to NBC/NBCSN's coverage of Formula One until NBC lost the rights to ESPN for 2018, and again in 2015 in the networks' return to NASCAR.
Fox
Fox, who started covering NASCAR in 2001, resisted the use of the technology for many years. By about 2010, however, executives began exploring the concept. In 2011, they conducted one experimental commercial break with a split-screen format. Through 2011, Fox has preferred to air traditional, full-screen commercials, and if any action occurs during the break, their policy is to interrupt the commercial and return to the live action. FOX returned to using the side-by-side coverage during the 2012 Daytona 500. During coverage of the 2013 Cotton Bowl Classic, Fox began experimenting with a split-screen commercial format dubbed the Double Box, where commercials are displayed in a prominent widescreen box, accompanied by an "L-bar" with sponsor logos relevant to the commercial, and a small window showing continued live footage from the event. Fox also experimented with a similar format during American Idol, where selected breaks showcased behind-the-scenes camera feeds from the live broadcast In 2017, Fox introduced a similar presentation for short-form, in-game commercials displayed in the midst of a telecast, which are acknowledged and introduced by the commentator.
The French Canadian sports channel Réseau des sports, which is partially owned by ESPN, adopted a Side-By-Side-styled split-screen for its Formula One race coverage beginning in 2006. As TSN simulcasts the British feed, it was able to initially use ITV's commercial breaks. With the transfer of F1 rights to the BBC, Side-By-Side was introduced for F1 races on TSN beginning in 2009. TSN has also adopted the format on curling telecasts, where the first few stones thrown of an end are shown in such a split screen view.
Golf
In October 2013, Golf Channel introduced a similar feature known as Playing Through. CBS uses a nearly-identical format under the title Eye on the Course.
Criticism
Side-By-Side and its similar counterparts have been generally received with positive reviews from viewers, sponsors, and sanctioning bodies. It has been criticized by others. The format receives criticism because it potentially devalues the advertisements, costing networks revenues, and waning the interest of the advertisers. In addition, it has led to speculation that a similar technology might be implemented for in-game advertisements.
