What new advertising format will be used during the Six Nations on ITV?

ITV will use a "picture-in-picture" or split-screen format for advertisements during breaks in play.

Which brands have signed up for the new advertising during the Six Nations?

Samsung and Virgin Atlantic are the first confirmed advertisers for this new format.

How often will advertisements be shown during the Six Nations games on ITV?

Advertisements will be shown twice in each half of the games.

Home / Sports / ITV Introduces Picture-in-Picture Ads During Rugby

ITV Introduces Picture-in-Picture Ads During Rugby

4 Feb

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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.

ITV Introduces Picture-in-Picture Ads During Rugby

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.