ITV make decision on in-game rugby ads after fan backlash

The format was first introduced during the 2026 Six Nations, where ITV trialled short “picture-in-picture” adverts during natural stoppages such as scrums.

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Each segment lasted around 20 seconds and appeared once per half, with live action still visible alongside the advert. While similar approaches are common in US sports broadcasting, the move marked a significant shift for UK viewers.

Reaction from fans was overwhelmingly negative. Many criticised the ads for disrupting the flow of the game and breaking with rugby’s long-standing tradition of uninterrupted coverage. The format was widely described as intrusive, with some supporters warning it risked damaging the viewing experience.

Despite the backlash, reports from rugby outlet RUCK suggest ITV is planning to retain the format for the upcoming Nations Championship. The broadcaster has not publicly confirmed this, but the reported decision points to the commercial pressures behind the move.

As a free-to-air broadcaster, ITV depends heavily on advertising revenue to fund costly sports rights deals. In-game ad slots represent a valuable new source of income, particularly as rights fees continue to rise.

ITV has previously defended the trial, emphasising that ads are limited, occur during stoppages, and do not fully cut away from live play. For now, the debate reflects a wider challenge in sports broadcasting: how to balance tradition with financial sustainability.

The Six Nations teams represent the Northern Hemisphere, and will face the SANZAAR nations, plus invitational teams Japan and Fiji, who complete the line up representing the Southern Hemisphere. 

Representing the Northern Hemisphere:

Representing the Southern Hemisphere:

New Zealand v France

Japan v Italy

South Africa v England

Australia v Ireland

Fiji v Wales

Argentina v Scotland

New Zealand v Italy

Japan v Ireland

South Africa v Scotland

Australia v France

Fiji v England

Argentina v Wales

Japan v France

Australia v Italy

South Africa v Wales

New Zealand v Ireland

Fiji v Scotland

Argentina v England

Ireland v Argentina

Scotland v New Zealand

France v Fiji

Italy v South Africa

Wales v Japan

England v Australia

France v South Africa

Wales v New Zealand

Ireland v Fiji

Italy v Argentina

England v Japan

Scotland v Australia

England v New Zealand

Ireland v South Africa

France v Argentina

Scotland v Japan

Italy v Fiji

Wales v Australia

Sixth-place North v Sixth-place South

Third-place North v Third-place South

Fifth-place North v Fifth-place South

Second-place North v Second-place South

Fourth-place North v Fourth-place South

First-place North v First-place South

There are two blocks of trans-equatorial fixtures, with three played in July in the southern hemisphere and another three played in November in the north.

After each team has played the other six from the opposing hemisphere once, they are ranked within their own hemisphere.

The finals weekend in London will start with the sixth-placed northern hemisphere side taking on their southern hemisphere equivalent, and culminate in the two group winners taking each other on for the title.

The results on the finals weekend will also contribute to a north v south overall score and title.

World Rugby will be launching a "second division" version of the tournament and, while there is no prospect of relegation or promotion between the two, it is hoped up-and-coming nations such as Georgia, Spain and Uruguay, ranked 11th, 14th and 15th respectively, and the likes of Samoa, Tonga and the United States will benefit from games against top-tier nations on years when the Nations Championship is not being staged.