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Why are ads popping up mid-game? Discover the huge fees and clever tech behind ITV’s new Six Nations broadcast strategy now
Why Six Nations game features in-match adverts
- Split-screen advertising: For the first time in the tournament’s history, ITV is introducing a split-screen format that allows adverts to play while the match continues. This means you will see a 20-second advert on one side of the screen while the live rugby action stays visible on the other.
- Smart timing: These short breaks are carefully timed to appear only during natural pauses in the match, such as when teams are preparing for a scrum. This approach ensures that viewers do not miss any of the live play while the broadcaster generates essential revenue.
- Massive brand fees: Global companies like Samsung and Virgin Atlantic are paying huge sums to secure these prime spots during the Championship. Because the Six Nations attracts millions of viewers, ITV can charge a premium for brands looking to reach such a massive, engaged audience.
- Keeping rugby free: The primary reason for this change is to ensure that top-tier international rugby remains on free-to-air television for everyone to enjoy. By finding new ways to make money during the broadcast, ITV can afford the rising costs of sports rights without moving games behind a paywall.
- A multi-million-pound deal: ITV is reportedly paying more than two-thirds of the £63million annual fee required to broadcast the Championship in the UK. Recouping this massive investment through traditional halftime adverts is no longer enough, leading to the introduction of these in-game spots.
- A new standard for TV: This modern advertising model is likely to become a regular feature in major sports as broadcasters look to compete with digital streaming platforms. If the trial is successful during the Six Nations, we could see similar split-screen adverts during future events like the Rugby World Cup.
- READ MORE: TV bosses give glimpse of the future with ads shown DURING Six Nations matches
