The sale of commercial rights for the matches in the qualifying competitions of the 2016 European Football Championship and the 2018 FIFA World Cup was centralized under the Union of European Football Associations (UEFA). Instead of members securing their own deals individually, UEFA contracted on behalf of all of its 53 member states. Media rights were awarded to various broadcasters in different countries. In the United Kingdom, for example, ITV secured the exclusive rights to televise all of England's qualifying games in a \(£ 100\) million deal. What would be the expected effect of centralizing sales with UEFA on advertising rates and the number of commercials, and why?