One ad-per-half will be shown, just before scrums

ITV Six Nations 2024 Mark Pougatch Jill Douglas

ITV has revealed that it will show picture-in-picture ads during play in the Six Nations, a first in UK media. 

Revealed at the ITV Paloozer, the ads will play once in each half of its fixtures, in breaks in play before scrums. This is a trial of the feature, with no further information given on whether it will be tested in other events in the future. 

ITV is showing ten matches from the Six Nations next year, including every England game. The BBC will show the other fixtures, including five each involving Wales and Scotland. 

The broadcaster and the BBC agreed a four-year deal to keep the tournament free-to-air earlier this year, after some fears that it may go behind a paywall. ITV’s coverage will be available across ITV1, ITVX, STV and STV Player, plus highlights and exclusive content on ITV Sport social accounts and YouTube.

At the time of the deal, Tom Harrison, CEO of Six Nations Rugby, said: “The significance of these new and innovative free to air partnerships for the Six Nations cannot be overstated. By strengthening rugby’s relationships with ITV and BBC, the sport can continue to give as many fans as possible in the UK access to enjoy live coverage of the Six Nations. These partnerships allow us to maximise audience reach whilst generating critical revenue for the game, enabling each Union and Federation to protect and grow the sport in their country in the coming years.

“The increased commitment from the free to air sector is testament to the appeal and status of our iconic Championships. The commercial environment in which rugby is operating is extremely challenging and the battle for audience attention has never been greater, but the Six Nations stands alongside the very greatest occasions in world sport, which is reflected by these partnerships. Going into another incredible conclusion to the men’s championship, all parties are incredibly excited to build on this momentum and audience growth, to deliver the best possible experience for fans over the next four years.”