Tonight's opening match between the All Blacks and Tonga will cut to advertisements after the exchange of haka on most channels - including pay TV operator Sky - rather than moving straight to the start of play.
"There's a danger that it will be a real annoyance to viewers who are used to seeing the haka and getting right into the game," media analyst Martin Gillman said.
"It's a risky strategy because generally people react against over-commercialisation and it's a borderline case. It's almost in hallowed territory - the haka is special to Kiwis," he said.
The halftime break has also been extended from 10 minutes to 12 minutes - two extra minutes estimated to be worth $21,000 per 30-second slot.
The 90-second breaks before kick-offs are even more lucrative.
The International Rugby Board last year legislated to allow halftime breaks of up to 15 minutes. An IRB spokesman said the average duration of halftimes at test matches was already 12 minutes.
[commentcaption=Will ad breaks lessen your enjoyment of the World Cup?]
Maori Television general manager of programming Haunui Royal said the channel had decided against putting advertisements between haka and kick-offs, forgoing advertising revenue to continue the on-field feed and commentary.
"New Zealand fans who have never been used to this would have been suddenly chucked to an advert when everyone's revved for the game. So as soon as the teams run on the field, we're about the rugby." A TVNZ spokeswoman said TV One had opted for just 60 seconds of advertisements in the 90-second slot.
"We just thought it was a bit much. But it's just a commercial reality these days," the spokeswoman said.
"What we're particularly keeping a watch-out for [tonight] is how the haka will go, because normally Tonga do the haka at the same time the All Blacks do theirs ...
We don't want to miss either of them." A TVNZ commentator would use the 30-second buffer to warn viewers of the advertisements to avoid a surprise, she said.
Mr Gillman and the TVNZ spokeswoman said the extra advertisement times had been requested by British broadcaster ITV, which had the rights to the 2015 Rugby World Cup in England.
The 90-second slots before kick-offs have been reserved for official broadcast sponsors Heineken, Telecom and Bunnings Warehouse.
Sky Television spokeswoman Kirsty Way said the channel would follow the IRB's international standard format and show 90 seconds of advertisements before kick-offs.
"I don't think it's anything new ... It's nothing out of the ordinary and I don't think anyone will be put off," Ms Way said.
Mediaworks spokeswoman Rachel Lorimer said TV3 would also be taking up the option to have 90-second advertisement breaks before kick-offs.
Viewing options
TV1: 30 secs of commentary, 60 secs of adverts after haka.
TV3: 90 secs of adverts after haka.
Maori TV: No adverts and 90 secs of commentary after haka.
Sky TV: 90 secs of adverts after haka.