Tonight’s first match of the 2026 Six Nations rugby will see a first for commercial rugby broadcasting in the UK.
ITV plans to play split-screen advertisements whilst the game is in progress.
One 20-second ad will be shown during each half of the match. The ad will be shown on the right-hand side of the screen, whilst live match pictures continue on the left.
The plan is to run the ads when there is a break in play, just before a scrum. Samsung and Virgin Atlantic will be the first to trial the new format.
Split-screen advertising has been part of live sport coverage for years in the United States.
RTÉ has been experimenting with the format during its horse racing coverage.
UPDATE: a lot of negative feedback this evening on social media from ITV viewers. One to watch.
Acknowledgements
FEATURE IMAGE:
PICTURED: ITV logo. COPYRIGHT: ITV plc.
Acknowledgements