ITV makes decision on the future of controversial scrum adverts

Monday, 09 February 2026 at 14:29

byRugby Rucker

A simple handling mistake by Cian Prendergast ended up sparking an unwelcome moment of broadcasting infamy.

The Ireland flanker’s knock-on in the 17th minute of the defeat by France brought play to a halt — and handed ITV the opportunity it had seemingly been waiting for.

As the referee set the scrum, the coverage abruptly switched to a split screen: a sweeping aerial view of the Stade de France on one side, a Samsung mobile phone advert on the other, with orchestral music drowning out the live commentary.

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

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? 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.

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Rugby World Cup 2027 Full Draw: England and Wales meet again

The expanded 24-team tournament will be played across Australia from 1 October 2027, with six pools of four teams and a new round-of-16 knockout phase. With fixtures and venues now confirmed by World Rugby, attention quickly turns to how each group will unfold.

Pool A — New Zealand, Australia (H), Chile, Hong Kong China

Group summary

Pool A features tournament hosts Australia and three-time champions New Zealand, making it one of the headline groups of the opening phase. Chile and Hong Kong China will be targeting historic results, while the trans-Tasman clash between Australia and New Zealand is expected to be one of the most watched pool matches of the tournament.

Fixtures

1 October 2027 — Australia vs Hong Kong China
Perth Stadium, Perth
2 October 2027 — New Zealand vs Chile
Perth Stadium, Perth
9 October 2027 — New Zealand vs Australia
Stadium Australia, Sydney
9 October 2027 — Chile vs Hong Kong China
North Queensland Stadium, Townsville
15 October 2027 — New Zealand vs Hong Kong China
Docklands Stadium, Melbourne
16 October 2027 — Australia vs Chile
Brisbane Stadium, Brisbane

Pool B — South Africa, Italy, Georgia, Romania

Group summary

Defending champions South Africa headline Pool B and begin their campaign against Italy. Georgia continue to establish themselves as a consistent World Cup presence, while Romania return aiming to challenge for third place and possible qualification via rankings.

Fixtures

3 October 2027 — South Africa vs Italy
Adelaide Oval, Adelaide
3 October 2027 — Georgia vs Romania
North Queensland Stadium, Townsville
10 October 2027 — South Africa vs Georgia
Brisbane Stadium, Brisbane
11 October 2027 — Italy vs Romania
Sydney Football Stadium, Sydney
17 October 2027 — Italy vs Georgia
Newcastle Stadium, Newcastle
17 October 2027 — South Africa vs Romania
Perth Stadium, Perth

Pool C — Argentina, Fiji, Spain, Canada

Group summary

Pool C blends South American consistency with Pacific flair. Argentina enter as favourites, while Fiji’s attacking threat makes them dangerous opponents for any side. Spain return to the World Cup looking to make an impact, and Canada continue their rebuilding process.

Fixtures

3 October 2027 — Argentina vs Canada
Brisbane Stadium, Brisbane
4 October 2027 — Fiji vs Spain
Newcastle Stadium, Newcastle
10 October 2027 — Fiji vs Canada
Adelaide Oval, Adelaide
10 October 2027 — Argentina vs Spain
Docklands Stadium, Melbourne
16 October 2027 — Argentina vs Fiji
Adelaide Oval, Adelaide
17 October 2027 — Spain vs Canada
North Queensland Stadium, Townsville

Pool D — Ireland, Scotland, Uruguay, Portugal

Group summary

Ireland and Scotland lead Pool D in what shapes as a tightly contested group. Uruguay and Portugal bring speed and tactical variety, with qualification likely to be decided by fine margins, discipline, and bonus points.

Fixtures

3 October 2027 — Scotland vs Uruguay
Docklands Stadium, Melbourne
4 October 2027 — Ireland vs Portugal
Sydney Football Stadium, Sydney
10 October 2027 — Ireland vs Scotland
Perth Stadium, Perth
11 October 2027 — Uruguay vs Portugal
Newcastle Stadium, Newcastle
17 October 2027 — Ireland vs Uruguay
Docklands Stadium, Melbourne
17 October 2027 — Scotland vs Portugal
Brisbane Stadium, Brisbane

Pool E — France, Japan, United States, Samoa

Group summary

France headline Pool E after reaching the previous final, with Japan expected to challenge strongly for second place. Samoa and the United States provide physicality and athleticism, making this one of the more unpredictable groups.

Fixtures

2 October 2027 — France vs United States
Docklands Stadium, Melbourne
3 October 2027 — Japan vs Samoa
Newcastle Stadium, Newcastle
9 October 2027 — United States vs Samoa
Perth Stadium, Perth
9 October 2027 — France vs Japan
Brisbane Stadium, Brisbane
15 October 2027 — Japan vs United States
Adelaide Oval, Adelaide
17 October 2027 — France vs Samoa
Sydney Football Stadium, Sydney

Pool F — England, Wales, Tonga, Zimbabwe

Group summary

Pool F is defined by the renewed rivalry between England and Wales, who will meet in one of the final pool fixtures in Sydney. Tonga’s physical style and Zimbabwe’s return to the World Cup add further intrigue, with third place potentially enough to reach the knockout stage depending on rankings.