ITV to show adverts during Six Nations scrum breaks

ITV said the adverts would be timed for when there is a break in play just before a scrum, with the timing overseen by the ITV Sport production team. It is understood the broadcaster has secured permission from the Six Nations to use the in-play ads for the first time.

The impact of the in-play ads and the reaction of viewers — and the interest of other brands in the opportunities — will be closely monitored by ITV. It would not be able to use them during coverage of the football World Cup without Fifa’s permission.

Mark Trinder, ITV’s director of commercial sales and partnerships, said: “At ITV throughout 2026 we’re bringing the most exciting advertising opportunities of the year to brands — live, free-to-air sport on a scale we have never seen before.

“I’m delighted to welcome Samsung and Virgin Atlantic as our first partners for the new picture-in-picture offering which is sure to be a high-attention format.”

ITV and the BBC agreed a four-year deal to keep the Six Nations on terrestrial TV last year, though there were fears that the BBC would lose its share. ITV will have ten matches and the BBC will show five.

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