ITV will broadcast in-game commercials for the first time during rugby union's Six Nations Championship, starting with the opening match between France and Ireland on Thursday. The broadcaster's new rights deal allows for two split-screen adverts per match, shown before a scrum is set in each half, according to sources.
The split-screen format will divide the screen, with live action continuing on the left and a 20-second advert on the right. This approach, already used by US TV networks and trialled by Ireland's RTE in racing coverage, aims to avoid interrupting commentary or play.
If successful, ITV may extend in-game advertising to its World Cup coverage this summer, where matches include a three-minute water break in each half. ITV's new four-year Six Nations deal with the BBC covers 10 of 15 matches annually, including all England games, with ITV paying over two-thirds of the £63m-a-year rights fee.
ITV has also secured exclusive rights for the Nations Championship, a new 12-team competition, at £80m per year. The network has broadcast every men's Rugby World Cup since 1991 but has not yet finalised a deal for the 2027 tournament in Australia.
The Six Nations starts on a Thursday for the first time, following ITV's request to avoid a clash with the opening ceremony in Milan. The championship has been shortened from seven to six weeks, with one rest week removed to accommodate the Nations Cup.
