sports

February 4, 2026

ITV to screen in-game adverts for first time during rugby union’s Six Nations

Twenty-second adverts to fill right half of screens

ITV to screen in-game adverts for first time during rugby union’s Six Nations

TL;DR

  • ITV will screen in-game commercials for the first time during the Six Nations Championship opener between France and Ireland.
  • The commercials will be split-screen, lasting around 20 seconds, appearing before a scrum is set in each half.
  • This advertising method has been used in the US and is being trialled by RTE in Ireland.
  • If successful, ITV may use in-game commercials for the World Cup coverage.
  • ITV has a new four-year deal for the Six Nations with the BBC, broadcasting 10 matches annually.
  • ITV will pay £80m a year for exclusive rights to the new 12-team Nations Championship.
  • This investment is part of ITV's strategy to appeal to sports fans, especially male ABC1 viewers attractive to advertisers.
  • The Six Nations starts on a Thursday for the first time to avoid clashes.
  • The championship has been shortened to six weeks this year due to the Nations Cup.

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