I’ve wondered to what degree soccer’s lack of “support” in the U.S. is because there are no spots to insert advertising.
I think some tv companies in the US have got bypassed that somewhat by displaying adverts during play where the clock or scoreline ID is - with the occasional pop-up advert appearing on the lower half of the screen during stoppages etc.
On full-match repeats or highlight programs - there are often adverts littered through the coverage and the two halves are often broken down to four quarters (or more) - along with adverts at half-time, or between 90 mins and extra-time - and even extra-time and the penalty shootout - depending on the competition format, of course.