ITV to screen in-game adverts for first time during rugby union’s Six Nations

Wed, 04 Feb 2026

• Twenty-second adverts to fill right half of screens

• Broadcaster mulling over same move for World Cup

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 includes the option to air two split-screen adverts before a scrum is set in each half of every match of the Six Nations, the Guardian has learned.

ITV is understood to have agreed in-game advertising deals with two major brands, with the screen to be divided in two so viewers do not miss any commentary or live action. The commercials will fill the right half of the screen and last around 20 seconds, with live pictures continuing on the left.