Rugby fans have blasted ITV after controversial in-game adverts returned during Ireland's Nations Championship clash against Argentina on Friday night.
The broadcaster caused outrage during the Six Nations earlier this year when adverts appeared on a split screen while matches were still underway.
They disappeared for the summer internationals, but returned as Ireland hosted Argentina at the Aviva Stadium.
And it didn't take long for supporters to make their feelings clear.
ITV adverts spark fresh rugby backlash
Fans watching ITV's coverage were left furious when adverts appeared as the two teams prepared for scrums.
The match remained visible on one side of the screen, but the usual commentary was interrupted.
One supporter, @Narraback_redux, wrote: "ITV sucking the soul out of the game with these ads during the build up to the scrum."
Another fan, @JohnJBaucher, was equally unimpressed.
"ITV coverage of rugby has always been sub standard. Split screen with an ad as they set for a scrum lowers the bar further."
@SilverSaltire demanded: "Get your in-game adverts in the bin."
Meanwhile, @markrow5 posted: "fuck off will the adverts during rugby please."
Fans demand ITV scrap the adverts
The complaints continued as supporters took to social media during the first half.
@DomKeane2 wrote: "Pack it in with the adverts in the middle of play. If you can’t provide proper coverage don’t bid for the contract."
Another viewer, @GPeddles, described ITV as "the worst rugby coverage by a long way".
@Absolutemtb1 was particularly frustrated about missing the referee's comments during the interruptions.
And @gethinbach summed up the mood, writing: "Forgot all about adverts during the match on ITV."
Why have ITV brought the adverts back?
ITV first introduced the controversial format during the 2026 Six Nations.
The broadcaster showed 20-second adverts during stoppages before scrums, with live pictures remaining visible alongside the commercials.
The move sparked widespread criticism, with a RUCK poll finding 96% of respondents opposed the adverts.
However, the adverts were dropped for the summer Nations Championship fixtures.
According to The Guardian, advertisers had directed their budgets towards the football World Cup instead.
The report also revealed that ITV intended to bring the format back for the autumn internationals.
That decision became clear during Ireland's clash with Argentina on Friday night.
And judging by the reaction, rugby fans are no happier about it now than they were nine months ago.
