ITV has decided to drop the controversial in-game adverts from its rugby union coverage when it broadcasts the Nations Championship next month, as it has been unable to sell the slots due to brands concentrating on the World Cup. The commercial broadcaster is successfully cashing in on the World Cup, with advertising revenues running 30% higher than those sold during Euro 2024, despite opting not to show adverts during the three-minute hydration breaks introduced by Fifa.
ITV introduced in-game adverts using a split-screen to its sports coverage for the first time during the Six Nations this year, and has the right to sell a 20-second slot in each half of the 18 live matches it will broadcast from the Nations Championship this summer. However, while in-picture adverts will not feature when the Nations Championship begins next weekend, ITV plans to sell them for the autumn leg of the new tournament in November.
Samsung and Virgin Atlantic bought the in-picture slots during this year's Six Nations, with the adverts appearing on the right of the viewer's screen once in each half while a scrum was being set, with live pictures from the match continuing on the left. Under the terms of its rights deal, ITV can show the in-picture advert whenever it wants during breaks in play, with the proviso that they are limited to one in each half lasting no more than 20 seconds.
The Nations Championship begins next Saturday with ITV broadcasting six matches back to back across ITV1 and ITV4, including New Zealand v France, Australia v Ireland and South Africa v England, before its live World Cup coverage takes over in the evening. The Six Nations sides will play three matches away next month and three at home in November, with a grand final at Twickenham to determine the champions.
