The broadcaster will show specially created ads twice per game during scrums, with timing overseen by ITV Sport’s production team
ITV has revealed Samsung and Virgin Atlantic are the first brands to trial a new creative advertising format (picture-in-picture ads) during the 2026 Men’s Six Nations.
The specially created ads, which were first announced in November, will be shown twice per game – one in each half – when there’s a break in play just before a scrum, with timing and insertion overseen by the ITV Sport production team.
Samsung’s advert for the Galaxy Fold Z7 shows a group of fans watching live rugby together on their phone and asks ‘can your phone make you feel this close?’.
Virgin Atlantic’s advert shows the viewer where the airline can take you.
Mark Trinder, ITV director of commercial sales & 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’ve 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 will broadcast 10 live matches during the 2026 Men’s Six Nations, including every England fixture, home and away.
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