ITV is poised to implement a significant broadcasting change during the upcoming Six Nations Championship, introducing split-screen advertisements that will air while live rugby action continues. This development represents the first instance of in-game advertising during rugby and football broadcasts by UK commercial networks, moving beyond conventional half-time or pre-match commercial slots.
Innovative Advertising Approach
Reports indicate that ITV has secured agreements with two prominent brands to display advertisements during stoppages in play, specifically before scrums. The innovative split-screen format will ensure viewers do not miss any commentary or live coverage, with adverts occupying the right portion of the screen for approximately 20 seconds while live footage continues on the left.
Implementation Details
This new advertising strategy is scheduled to debut during Thursday's Six Nations curtain-raiser between France and Ireland at the Stade de France. As many as two advertisements are expected to appear during stoppages before scrums in each half of the match, marking a departure from traditional broadcasting practices in UK sports coverage.
Broader Broadcasting Context
The move comes following ITV and the BBC's four-year agreement earlier this year to maintain free-to-air coverage of the Six Nations tournament. Tom Harrison, chief executive of Six Nations Rugby, commented on the challenging commercial environment, stating: "The commercial environment in which rugby is operating is extremely challenging and the battle for audience attention has never been greater, but the Six Nations stands alongside the very greatest occasions in world sport."
International Precedents
Split-screen, in-game advertising has been utilised by American television networks for several years and is currently being tested by RTE during the Irish national broadcaster's racing programming. This represents the UK's adoption of a broadcasting technique that has proven successful in other markets while maintaining viewer access to live action.
Tournament Significance
The 2026 Six Nations competition features reigning champions France facing 2024 victors Ireland in Paris, with England, France and Ireland widely considered the leading contenders for the prestigious trophy. This advertising innovation arrives during a highly anticipated tournament that continues to capture significant audience attention across the UK and beyond.
