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. 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. View image in fullscreen Ireland and France will resume their Six Nations rivalry in the tournament opener on Thursday. The rugby investment represents a deliberate strategy by ITV to broaden its appeal to sports fans, particularly male ABC1 viewers who are hugely attractive to advertisers.

Source: BBC February 04, 2026 23:00 UTC