Rugby fans, there’s a new twist coming to your Six Nations viewing experience! For the first time ever, ITV will be introducing split-screen adverts during live matches. Don’t worry, you won’t miss any of the on-pitch action! These ads will only pop up during natural pauses in the game, like scrum set-ups or lineout restarts.
The innovative format will see the live action squeezed to the left while a quick 20-second advert plays on the right. It kicks off with the highly anticipated France vs Ireland opener in Paris. ITV, covering 10 out of 15 matches, including all of England’s games and the Wales match at Twickenham, is pioneering this change to enhance commercial opportunities during the tournament.
While common in the US, this advertising style is a first for live international rugby in Britain. Rugby bodies are increasingly eyeing new commercial models to keep up in the bustling sports market. Although this format won’t feature in this summer’s Rugby World Cup, the tournament will introduce scheduled water breaks, potentially paving the way for more advertising opportunities in the future.
What do you think about this shake-up? Excited to see what’s next for rugby broadcasting, or do you prefer the classic uninterrupted games? Share your thoughts! 🏉✨