Furious rugby fans have hit out at ITV for showing a mid-match advert during the Six Nations opener between France and Ireland on Thursday.
The first ad of its kind was displayed in the 17th minute and involved a split screen, with a plug for a Samsung product on the right and the match itself on the left.
Samsung’s was for their Galaxy Fold 27 mobile phone and featured a group of fans watching live rugby together on their phone.
A second advert, for Virgin Atlantic, was screened in the 51st minute of the clash at Stade de France.
ITV presenter Jill Douglas had told viewers what would happen and insisted they would not miss any of the action.
But fans took to X in their droves to criticise the in-game ads. ‘ITV trying to make the Six Nations feel like the NFL. Ruining sport to hit their targets. Won’t be buying a SamsungUK anytime soon… get it back on BBC,’ one wrote.
ITV broadcast an advert during the Six Nations opener between France and Ireland
Angry fans took to X to criticise the in-game adverts after being shown for the first time
Another said: ‘Any danger of a game of rugby breaking out in between these adverts?’
A third wrote: ‘Why are broadcasters so keen to disrupt the sporting events they’re screening? First they started interrupting football matches with interviews mid-match, now rugby matches are being drowned out by adverts during scrums. Absolutely no-one watching wants this.’
Roger Mosey, former head of BBC TV news and ex-director of BBC Sport, said: ‘I don’t blame ITV for this. They deserve credit for keeping rugby free to air.
‘But I do believe rights holders should want the public to see sport live and uninterrupted. The 6 Nations allowing in-game ad breaks is a daft idea, and it’s about money not the audience.’
The situation raises the prospect of a repeat at the summer’s World Cup. ITV insiders insisted they had no confirmed plans to do so, and any such move would need FIFA approval. However, games at the tournament will be stopped for water breaks which could provide an opportunity to cash in.
In play advertising may also be used during Champions League matches from the 2027-28 season.
Paramount, who will take over UK rights from TNT Sports, can use what are known as ‘L-frame’ ads – which show detail below and around the side of the main picture, twice per half and during pre-match, half-time and post-match content.
The broadcaster would be subject to restrictions and, in all likelihood, would only be permitted to show ads from existing Champions League sponsors. Ads would last for a maximum 10 seconds and would need to stop immediately should play restart.
Natural breaks in match action, such as injuries, would be used, while the first and last minutes of each half, along with stoppage time, extra-time and penalties, would be off-limits.
Voiceovers, unlike what viewers have seen in the Six Nations, would not be allowed.
ITV is showing 10 matches from the Six Nations, including each England fixture. The BBC have picked up the rest, and will show three each of Scotland and Wales’s games.
A four-year deal, which splits coverage between the two broadcasters, was signed last year.
