TV bosses give glimpse of the future with ads shown DURING Six Nations matches

The Six Nations gets underway on Thursday night and in a TV first, advertisements will be shown during games on ITV in what could be a template for future sporting broadcasts ...

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

ITV will screen in-game commercials for the first time during the Six Nations opener between France and Ireland at Stade de France on Thursday ...

Split-screen Six Nations spots are testing brands’ right to interrupt live sports

Yet that was the response to the first split-screen ads aired during ITV’s Six Nations coverage, with Samsung and Virgin ...
Belfast Live on MSN

Six Nations split-screen TV adverts spark fury as fans call move 'ridiculous'

The 20-second spots will take up the right portion of the screen, whilst live coverage continues on the left side ...
Daily Express

ITV risk Six Nations fury with controversial plan to show adverts during matches

13:29, Wed, Feb 4, 2026 Updated: 13:38, Wed, Feb 4, 2026 Television executives are introducing revolutionary split-screen advertisements during Six Nations rugby matches. And ITV's pioneering format ...