ITV will screen advertisements during live rugby matches for the first time in UK broadcasting history. The commercial broadcaster introduces split-screen ads during play breaks starting with Thursday's Six Nations opener between France and Ireland at the Stade de France. The move marks a significant shift from traditional half-time advertising as broadcasters face mounting pressure to monetize live sports coverage.
Up to two commercials will air in each half during breaks before scrums. The ads will fill the right half of the screen for about 20 seconds while live pictures continue on the left. This represents the first time commercial broadcasters of rugby and football in the United Kingdom have shown advertisements outside traditional breaks.
Television networks in the United States have used the format for several years. Irish national broadcaster RTE is currently trialling split-screen advertising in its racing coverage.
Commercial Pressures
Tom Harrison, chief executive of Six Nations Rugby, acknowledged the difficult financial landscape facing the sport. At the time ITV and BBC agreed their four-year deal earlier this year, he said: "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, which is reflected by these partnerships."
The deal between ITV and BBC is a four-year agreement to keep the tournament on free-to-air television.
Tournament Outlook
The 2026 Six Nations tournament will feature defending champions France taking on 2024 winners Ireland in Paris. England, France and Ireland are considered favourites to contend for the title.
Note: This article was created with Artificial Intelligence (AI).