ITV rugby adverts: Six Nations to feature in-game adverts for first time - explained
Six Nations games are set to feature ‘in-game ads’ in 2026 🏉📺
- ITV’s coverage of Six Nations will look very different in 2026.
- The broadcaster is set to feature in-game adverts for the first time.
- But how exactly will the ads work?
A major change is coming to ITV’s coverage of the Six Nations from tonight. The broadcaster is set to introduce in-game adverts for the very first time.
Taking a cue from TV networks in the US, the ads will appear during the break in play before scrums - with the screen being split in two, the Guardian reports. It will mark a huge change in sports broadcasting in the UK.
ITV’s coverage of the SIx Nations will be led by Jill Douglas and Mark Pougatch. The duo will take turns as the main host - and are set to be joined by a team of expert pundits.
But how exactly will the adverts work and what can you expect? Here’s all you need to know:
How do in-game Six Nations ads work on ITV?
The Guardian reports that ITV has the rights to air two split-screen adverts before a scrum in each half of Six Nations games this year. The 20 second commercials will appear on the right-hand side of the screen and will appear during the break in play when the scrum is being set.
According to the paper, if the ads are a success, ITV could also feature them as part of their coverage of the football World Cup this summer. Each match is set to have a three-minute water break in the middle of each half, due to the warm temperatures expected across the US, Canada, and Mexico during the tournament.
ITV is starting a new four-year deal for coverage of the Six Nations, in partnership with BBC, which will give them broadcast rights to 10 of the 15 matches in the tournament. It includes all five of England’s games - both home and away.
It has also secured a deal for the exclusive rights to the new Nations Championship, which is set to begin this year. The 12-team competition features all the Six Nations sides and six teams from the southern hemisphere - including South Africa and New Zealand.
What do you think of the idea of in-game adverts during live sport? Share your thoughts by email: [email protected].