ITV shakes things up for the Nations Championship! After a heated Six Nations, where fans weren’t too thrilled with those in-game ads popping up during critical rugby moments, ITV is making some changes. Starting next weekend with the kick-off of the Nations Championship, you won’t be seeing those split-screen adverts that had everyone talking (and not always in a good way!). Fans made it clear during the Six Nations that they’re not fans of being momentarily bombarded with commercials during scrums. Social media was buzzing with comments like “This is not America!” and “Thanks for ruining a perfectly good game of rugby!”
This summer, ITV has decided to step away from in-game ads, possibly due in part to the competition for ad slots thanks to the World Cup frenzy. Advertisers have shifted their focus to football, leaving rugby coverage a bit ad-free. More than that, even those hydration breaks (three minutes long!) won’t see commercials, despite the potential for extra revenue. Perhaps ITV doesn’t want to fan the flames of supporter frustration any further. Remember the outcry in stadiums and online?
But don’t worry, ITV hasn’t moved away from revenue altogether. The Guardian is reporting that they’re having quite a thriving commercial World Cup, with ad revenues surging 30% over Euro 2024!
It’s not goodbye forever, though. ITV plans to bring back these adverts for the European leg of the Nations Championship this November. So while we breathe a momentary sigh of relief, keep an eye out for any future ad ventures. Until then, enjoy the uninterrupted matches, including New Zealand v France and South Africa v England across ITV1 and ITV4 next Saturday. Will you be tuning in? 🏉 📺