TV bosses give glimpse of the future with ads shown DURING Six Nations matchesThe Six Nations gets underway on Thursday night and in a TV first, advertisements will be shown during games on ITV in what could be a template for future sporting broadcastsView Image Six Nations matches on ITV will have adverts shown during matches (Image: Huw Evans Picture Agency)Television bosses are bringing in revolutionary split-screen adverts DURING Six Nations rugby matches. And ITV’s ground-breaking format is set to be a template for televised sport in the future. ‌UK broadcasters have always carried live sport matches without any interruptions and only switch two advert breaks at the end of halves. But that will change from this week for the glamour Six Nations opener between France and Ireland in Paris on Thursday night. ITV have 10 of the 15 Six Nations games, including all of England’s games, starting with the home clash against Wales on Saturday.

Source: Daily Mirror February 04, 2026 14:50 UTC