ITV make decision on in-game Six Nations ads after fan backlash

Friday, 06 February 2026 at 19:07

bySteven Smith

A handling error from Cian Prendergast proved to be the unlikely trigger for a slice of unwanted broadcasting history.

The Ireland flanker’s knock-on in the 17th minute of his side’s defeat by France halted play — and created an opening ITV had clearly been waiting for.

As the referee prepared the scrum, the broadcast cut to a split screen: a wide, aerial shot of the Stade de France on one side, a Samsung mobile phone advert on the other, with orchestral music replacing the live commentary.

The packs were still waiting. The scrum had not started. But the viewing experience had already shifted.

Watch the Guinness Six Nations at your local Greene King sports pub.

? The Moment Viewers Didn’t Expect

The advert ran for 20 seconds. When it ended, Karl Dickson was still bringing the two front rows together.

While adverts have long framed sporting action on commercial television, this was the first time they had cut directly into live play during a rugby match in the UK — a calculated move rather than an accident.

? RUCK Poll Reveals Overwhelming Opposition

Reaction was swift.

A poll run by RUCK saw a staggering 96% of respondents oppose the use of in-game adverts. Social media reaction followed a familiar pattern: fans accused the broadcaster of disrupting the flow of the game and dragging rugby towards an “American” model of coverage.

Yet behind the scenes, there was little surprise. RUCK sources suggest ITV were fully prepared for a negative initial response from traditionalists.

? Why ITV Is Willing to Take the Heat

ITV’s willingness to weather the backlash is rooted in economics.

The broadcaster’s Six Nations rights come at significant cost, and in-game advertising represents a high-value revenue stream. According to RUCK sources, the adverts have already proved lucrative, reinforcing confidence in the approach.

As a result, any early outcry is viewed internally as expected — and temporary. In short, there's little chance of a u-turn right now.

EDITORS PICKS:

Join RUCK’s Instagram broadcast channel and get the latest rugby news straight to your phone.

2026 Six Nations predictions by Round (SPORTS4CAST)

Round 1

Date & Time	Home	Away	Predicted Winner	Win %	Score	Notes
Thu 5 Feb 20:10	France	Ireland	France	54%	21–16	Could go either way
Sat 7 Feb 14:10	Italy	Scotland	Scotland	65%	20–30	Leaning Scotland
Sat 7 Feb 16:40	England	Wales	England	95%	41–7	Backing England

Round 2

Date & Time	Home	Away	Predicted Winner	Win %	Score	Notes
Sat 14 Feb 13:10	Ireland	Italy	Ireland	93%	43–12	Backing Ireland
Sat 14 Feb 16:40	Scotland	England	England	60%	18–23	Could go either way
Sun 15 Feb 14:10	Wales	France	France	89%	14–41	Backing France

Round 3

Date & Time	Home	Away	Predicted Winner	Win %	Score	Notes
Sat 21 Feb 14:10	England	Ireland	England	61%	19–17	Could go either way
Sat 21 Feb 16:40	Wales	Scotland	Scotland	79%	18–37	Leaning Scotland
Sun 22 Feb 15:10	France	Italy	France	92%	43–14	Backing France

Round 4

Date & Time	Home	Away	Predicted Winner	Win %	Score	Notes
Fri 6 Mar 20:10	Ireland	Wales	Ireland	95%	51–3	Backing Ireland
Sat 7 Mar 14:10	Scotland	France	France	58%	19–24	Could go either way
Sat 7 Mar 16:40	Italy	England	England	84%	13–35	Backing England

Round 5

Date & Time	Home	Away	Predicted Winner	Win %	Score	Notes
Sat 14 Mar 14:10	Ireland	Scotland	Ireland	84%	29–8	Backing Ireland
Sat 14 Mar 15:40	Wales	Italy	Italy	55%	26–27	Could go either way
Sat 14 Mar 20:10	France	England	France	59%	24–19	Could go either way