ITV’s Six Nations coverage to feature in-play ad breaks for first time

ITV’s coverage of the 2026 Six Nations will feature in-play adverts for the first time in a major change to the broadcasting of the tournament.

The broadcaster intends to show a 20-second advert once per half while a scrum is being set off, with the left-hand side of the screen continuing to show the action on the pitch and the right-hand side carrying the television commercial.

The decision comes after similar methods in some of ITV’s racing coverage and certain broadcasts on Irish channel RTE, and comes at the start of a huge year for the channel in both rugby and football.

As part of a renewed joint agreement with the Six Nations, ITV will show ten games from the 2026 men’s tournament to the BBC’s five, before the broadcasters also share United Kingdom broadcast rights for the Fifa World Cup in the summer. It is understood that there are currently no confirmed plans for adverts to air in-play adverts during the football tournament.

ITV has also been confirmed as the home of the new Nations Championship, which launches in July, and is set to show every England men’s international between now and the 2027 Rugby World Cup.

The Six Nations begins with the first Thursday night fixture in the tournament’s history as France host Ireland in Paris. The opener was moved from a Friday night slot to avoid a clash with the opening ceremony of the Winter Olympics.

ITV will also show England’s encounter with Wales at Allianz Stadium, Twickenham, with the BBC covering Scotland’s trip to Italy.