Story perspectives

ITV Launches Split-Screen Ads for Six Nations Rugby

2/4/2026

Summary

Story summary

ITV plc will debut split-screen advertising during the Six Nations Championship, starting February 5 with France vs Ireland.
The format marks a first for UK rugby broadcasts, permitting ads during play before scrums.
Samsung and Virgin Atlantic will be the initial advertisers, each airing a 20-second spot in both halves.
ITV has no immediate plans for similar ads during the upcoming FIFA World Cup, but in-game advertising remains under discussion.

History

Historical Context

In 2000, the FCC's decision to permit product placement in television transformed advertising strategies, allowing innovative formats like split-screen ads. This shift parallels trends in the UK, where ITV plc capitalized on such strategies during events like the Six Nations Championship. As audiences increasingly seek engaging content, these developments could redefine broadcasting and advertising practices, impacting viewer experiences and revenue models.

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Story summary

ITV plc will debut split-screen advertising during the Six Nations Championship, starting February 5 with France vs Ireland.
The format marks a first for UK rugby broadcasts, permitting ads during play before scrums.
Samsung and Virgin Atlantic will be the initial advertisers, each airing a 20-second spot in both halves.
ITV has no immediate plans for similar ads during the upcoming FIFA World Cup, but in-game advertising remains under discussion.

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