Home / Sports / ITV Introduces Picture-in-Picture Ads During Rugby
ITV Introduces Picture-in-Picture Ads During Rugby
4 Feb
Summary
- Ad breaks will feature a split-screen format during Six Nations games.
- Samsung and Virgin Atlantic are the first confirmed advertisers.
- This advertising approach is reportedly a UK industry first.
This year's Six Nations rugby tournament, broadcast on ITV, will introduce a novel advertising strategy. Viewers will encounter advertisements during breaks in play, specifically before scrums, utilizing a "picture-in-picture" or split-screen format.
This innovative approach marks a significant shift in sports broadcasting advertising within the UK. Initial partnerships have been secured with major brands such as Samsung and Virgin Atlantic. Both companies are set to feature their advertisements twice during each half of the games.
Samsung's campaign will promote their Galaxy Fold 27 mobile phone, highlighting its ability to connect fans, while Virgin Atlantic will advertise its global travel routes. ITV is broadcasting 10 matches, including all England fixtures, with the BBC covering the remaining games under a four-year broadcast deal.
While ITV maintains no confirmed plans for similar advertising during the summer's World Cup, the potential exists, especially with planned water breaks. Mark Trinder of ITV expressed enthusiasm for this high-attention advertising format, anticipating significant brand opportunities.
