ITV is launching a new advertising format during the 2026 Men’s Six Nations.
First announced at the ITV Palooza in November, picture-in-picture ads are being debuted during the international rugby tournament.
The ads will be shown twice per game, one in each half, when match play pauses ahead of a scrum. ITV Sport’s production team will oversee the insertion, said the broadcaster.
ITV is exclusively broadcasting 10 live matches from the tournament, with the first game taking place tonight between France and Ireland.
“At ITV throughout 2026 we’re bringing the most exciting advertising opportunities of the year to brands – live, free-to-air sport on a scale we’ve never seen before,” commented Mark Trinder, ITV’s director of commercial sales and partnerships.
The first ads will be from Samsung anf Virgin Atlantic.
