"What?" - ITV set to play adverts during Six Nations games 

This will occur for the first time in England’s opener at Allianz Stadium, Twickenham, against Wales on Saturday (16:40).

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In fact, this will be the first time in any live broadcast, including UK football games, that adverts will be shown during breaks in play.

It is expected later on Wednesday that Samsung and Virgin Atlantic will become the first brands to trial its “brand new creative advertising format” during matches.

For games in the 2026 Six Nations, the number of adverts will be limited. One in each half, displayed in a split-screen format, still allowing viewers who aren’t in the stadium to follow the action live.

ITV has 10 of the 15 Six Nations matches, including all five of England’s matches. Time will tell how much impact this new advertising strategy will have on viewers.

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The Six Nations gets underway on Thursday evening at the Stade de France, Paris, as France take on the 2024 champions, Ireland.

Whereas England, Wales, Italy, and Scotland all start their campaigns two days later, with Steve Borthwick’s side aiming to record their 12th consecutive Test match triumph against strugglers Wales.

England is among the favourites, but with trips to Edinburgh and Paris, it may be France’s tournament to lose, who will have 10 days off between round one and two.