BBC viewers were not impressed during the FIFA World Cup 2026 final at the weekend11:55, 20 Jul 2026Updated 12:22, 20 Jul 2026BBC viewers were left fuming during the broadcaster's coverage of the World Cup final.‌Gabby Logan was stationed inside the New Jersey stadium, as she hosted the BBC's live coverage of the 2026 final between Spain and Argentina. She was joined by regular pundits Wayne Rooney, Joe Hart, and Micah Richards.‌The first half of the match ended without any goals, with viewers quickly left frustrated as the BBC decided to air a four-minute licence fee advert in the break.‌During the clip, presenter and comedian Romesh Ranganathan promoted some of the BBC's biggest shows, including The Traitors and EastEnders, asking: "What has the BBC ever done for me?"A number of famous faces featured in the new campaign, including Greg James, Alan Carr, Ruth Jones, Ashley Jensen, Clive Myrie, and several Strictly Come Dancing stars.‌The clip ended with two sentences appearing on screen: "There's a BBC for each of us. Funded by all of us." BBC viewers were quickly left furious by the inclusion of the advert during the World Cup final, with many sharing their frustration on X (formerly Twitter)."Not sure what was worst this or the half time show, neither should have been aired," one person wrote, with another adding: "So, commercial advertising on the @BBC is not allowed, but it can spend licence payers/ tax payers money advertising itself?? Shameful."A third said: "This has just served to make me never want to watch anything on the BBC every again," with another sharing: "This desperate BBC ad is beyond nauseating."‌A fifth viewer echoed the sentiment, saying: "Just happened to have BBC football coverage on: couldn't stomach the propaganda advert and watched the rest of the match on ITV."Someone else commented: "It's nauseating garbage. Scrap the licence fee," while another wrote: "It's sickening, I just switched it off. People who hate the British smugly telling them they need the BBC." The fury continued, as another angry viewer said: "How dare you!"‌The Mirror has reached out to representatives of the BBC for comment.Kerrie Bright, the BBC's Chief Customer Officer, previously revealed that the advert took six days to film, which was a challenging feat to pull off."As Romesh travels through some of our most iconic programmes, sets and studios, he encounters 90 familiar faces, each helping to answer that question in their own way. And while the finished film lasts only a few minutes, bringing it to life was quite an undertaking," she said.Article continues below"How do you coordinate nearly 100 celebrities across a six-day shoot, taking over everything from the Queen Vic to BBC News? The honest answer is: with a lot of planning, a lot of spreadsheets and a lot of patience."Highlights of the FIFA World Cup 2026 are available to stream on BBC iPlayer and ITVX