ITV to Air In-Play Ad Breaks During Six Nations Matches for First Time

ITV is introducing in-play advertising during live Six Nations rugby broadcasts for the first time, using split-screen adverts shown during breaks in play — a major change for UK sports coverage.

Under the broadcaster’s new rights agreement, commercials will be displayed once in each half before a scrum is set, with the screen divided so fans can continue watching the live action alongside the advert. The audio will switch to the advert during these breaks.

The innovative “picture-in-picture” format will debut in the opening match of the 2026 Six Nations Championship between France and Ireland and is expected across ITV’s ten-match slate, including England games. Samsung Galaxy and Virgin Atlantic are among the first brands signed up.

This represents a first for live rugby (and football) coverage in the UK, as adverts are traditionally limited to half-time or pre-/post-match breaks. The move forms part of ITV’s strategy for generating revenue amid the competitive broadcasting market.

ITV and the BBC share free-to-air rights under a four-year deal, and the broadcaster is exploring similar advertising formats for future sports coverage.