ITV to screen in-game ad breaks for first time during rugby’s Six Nations

Twenty-second adverts to fill right half of screens

Eddie Jones, Head Coach of Japan, former England rugby player Jonny Wilkinson and former Ireland rugby player Brian O'Driscoll look on as they present on ITV Sport prior to the Guinness Six Nations 2025 match between England and France at Twickenham Stadium on February 08, 2025 in London, England. (Photo by David Rogers/Getty Images)

ITV will screen in-game commercials for the first time during Thursday’s Six Nations Championship opener between France and Ireland at Stade de France. 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.