ITV Introduces Big Changes to Six Nations Ad Breaks – A Move That Could Impact the World Cup!

SIX Nations fans will see split-screen adverts DURING matches when the tournament opens tomorrow.

And ITV could expand the idea to this summer’s World Cup.

UK commercial broadcasters have previously carried live matches without any interruptions and only switch to advert breaks at the end of halves.

But that will change from the opener between France and in Paris.

The ITV broadcast will see one advertising intervention in each half, before a scrum.

For 20 seconds, the screen image will be split, with the live action of the forward packs preparing to engage on the left half and the TV commercial on the right-hand side of the picture.

, including all of England’s fixtures, starting with the home clash against Wales on Saturday.

The broadcaster has deals in place with and to trial what it terms a “brand new creative advertising format” across the Six Nations coverage.

Six Nations chiefs are understood to have approved of the idea as part of their new deal.

That approach is very different from the obtrusive pop-up invitations to subscribe to the full service package when the streamer was the controversial main broadcaster for last summer’s , won by .

And if the trailblazing concept is deemed a success, it is expected that it will become the new normal in sports coverage.

has already announced that there will be three minute in the , Canada and Mexico.

Those mandate stoppages would appear to offer the perfect opportunity for similar advertising windows for ITV sponsors during the tournament, although it is understood no final decision has yet been made.

Eze Chidiebere Paul

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