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ITV’s In-Play Six Nations Ad Trial Draws Backlash After Split-Screen Debut

ITV says the format helps fund free-to-air coverage under a costly Six Nations rights deal.

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The split screen between the match and in-game adverts. The audio for the broadcast covered the advert itself

Overview

  • The France vs Ireland opener featured two 20-second split-screen adverts during scrum stoppages, with the live picture reduced on one side.
  • Samsung and Virgin Atlantic were the first brands to appear, around the 17th and 51st minutes, and match commentary was muted during the spots.
  • Fans on social media condemned the move as an Americanisation of coverage, and Springbok captain Siya Kolisi called the tactic disrespectful to the game.
  • Six Nations chief executive Tom Harrison defended using natural breaks to create commercial inventory, saying it was key to securing ITV’s agreement.
  • ITV and tournament organisers are monitoring reaction, and any expansion to events like the World Cup would require approvals and has not been confirmed.