World Cup coverage on ITV this summer is set to feature mid-match adverts, risking fury from fans watching the tournament. The change has already been seen in the Six Nations coverage, angering supporters when various products have been plugged during a pause in play. That is only the case for split-screen adverts and full-screen ones can still be any company the broadcaster chooses. The Six Nations split-screen adverts infuriated rugby fans when they came into effect. First they started interrupting football matches with interviews mid-match, now rugby matches are being drowned out by adverts during scrums.

Source: Daily Mail March 05, 2026 18:42 UTC