Rugby fans were less than impressed as ITV’s Six Nations coverage of France v Ireland brought a major change to UK sports broadcasting. For the first time, adverts appeared during natural breaks in the match, such as scrum setups, using split-screen ads. Viewers saw a 20-second Samsung ad just 17 minutes in, muting the commentary and stirring up frustration across social media.
Many fans are unhappy with this new approach, likening it to American sports coverage. One rugby enthusiast exclaimed, “ITV, this isn’t the US! Don’t ruin our rugby!” and others shared similar sentiments, with comments like, “Thanks for ruining a good game” and “A conversion ad next, maybe?”
Despite the backlash, Six Nations chief Tom Harrison defended the decision, explaining that it brings innovation and commercial advantages that helped secure the ITV deal. The ads, allowed once per half, are now a part of the game, complementing brief pauses, like scrum resets, to create new commercial opportunities.
Love it or hate it, this change is sparking conversation as fans adjust to a new era in watching live rugby. What do you think about this advertising approach? Share your thoughts! 🏉