ITV became the first British network to show in-game adverts during a sporting event in Thursday’s Six Nations game between France and Ireland. Adverts are regularly shown during half-time in sports ...

FOOTBALL FANS have warned they will boycott ITV’s World Cup coverage if football matches are interrupted by mid-game adverts. The backlash comes after ITV confirmed it will trial split-screen adverts ...

RUGBY fans have blasted ITV for showing adverts in the middle of Ireland’s Six Nations clash against France. The two teams kicked off the tournament as the French started their defence of the crown ...

Furious rugby fans have hit out at ITV for showing a mid-match advert during the Six Nations opener between France and Ireland on Thursday. The first ad of its kind was displayed in the 17th minute ...

ITV will screen in-game commercials for the first time during the Six Nations Championship opener between France and Ireland at Stade de France on Thursday night. The broadcaster’s new rights deal ...

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Add Yahoo as a preferred source to see more of our stories on Google. ITV will broadcast in-game adverts during this year's England Men's Six Nations in a UK media first. The annual rugby competition ...

ITV today announces that Samsung and Virgin Atlantic are the first brands to trial its brand new creative advertising format during the 2026 Men's Six Nations - picture-in-picture ads. Announced at ...

In-game ads will be shown during ITV's Six Nations coverage for the first time. Credit: PA ITV will broadcast in-game adverts during this year's England Men's Six Nations in a UK media first. The ...

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 ...