Following ITV’s roll-out of picture-in-picture advertising, Ease Live’s CEO Kjetil Horneland believes the move reflects a wider commercial reality facing live sport:
Debuted during last night’s opening match of the 2026 Six Nations tournament, the split-screen format enables adverts to be inserted simultaneously alongside coverage of the on-field action. The advert took place during a pause in play as players in the France v Ireland game prepared for a scrum.
Commenting on the move, which has created controversy among rugby fans and wider sports audiences, Horneland said, “We are going to see more broadcasters and other sports rights holders follow the path that ITV is taking with the Six Nations Championship. The cost of premium TV sports rights continues to rise, forcing the industry to increasingly look for new and inventive ways to monetise this content without disrupting the game action. In-game advertising that runs alongside the live feed—whether via split-screen or graphical interactive overlay formats—offers a way to unlock new, additive revenue without taking fans away from the moment.”
The key, Ease Live argues, is when and how those ads appear.
“The most effective in-game advertising is driven by context. Ads running alongside the live sports feed can be triggered by key plays—a try, a goal, a three-point basket—offering sponsorship opportunities during those critical moments. Equally important are the natural pauses in play, when rights holders can share ads sponsoring a highlight, stat, or voting on player of the match. When ads are aligned to the rhythm of the game, they enhance relevance rather than disrupt viewing.”
“What the Six Nations experiment shows is that live sport monetisation is entering a new phase. The future isn’t about adding more breaks; it’s about monetising moments, context and interaction, while keeping fans immersed in the game.”
