ITV is thought to have agreed in-game advertising deals with two major brands, with the screen to be divided in two before a scrum so viewers do not miss any commentary or live action. The commercials will fill the right half of the screen and last about 20 seconds, with live pictures continuing on the left. Split-screen, in-game advertising has been used by TV networks in the United States for several years and is being trialled by RTE in the Irish national broadcaster’s racing coverage in Ireland. It will be the first time that commercial broadcasters of rugby and football in the UK have shown ads outside the traditional half-time breaks or before and after matches. ITV and the BBC agreed a four-year deal to keep the tournament on free-to-air TV earlier this year.

Source: The Herald February 04, 2026 12:38 UTC