By Olivia Montgomery, Planning
ITV’s introduction of in-play ads during the Six Nations marks a significant shift in sports advertising in the UK. For the first time, advertisers can appear during live play in the Six Nations. The format uses a split-screen effect, with the ad occupying half the screen while the rugby continues uninterrupted. When done correctly, this format can deliver high visibility and create a powerful moment to embed brands directly into moments of peak cultural attention.
According to Kantar research, culturally relevant brands grow nearly six times faster than those with low cultural resonance. Few moments command attention like the Six Nations. Taking advantage of heightened moments of consumer engagement and aligning with one of the biggest sporting events of the year can significantly accelerate brand salience. However, taking centre stage during gameplay also invites scrutiny. As broadcasters seek new ways to monetise premium sports inventory, brands must balance the opportunity and risk that accompany new formats. With the World Cup approaching, when advertiser investment will spike again, brands will have to weigh the upside of cultural relevance with the risk of disrupting the experience fans care about most.
Initial results support this balancing act. The format launched with Virgin Atlantic and Samsung as inaugural advertisers, and YouGov found that 63% of viewers during the Six Nations first weekend noticed the in-game advertising. However, 59% of those viewers rated the new format negatively. Quantcast’s social listening shows similar trends: Samsung’s in-game presence generated 63% negative sentiment, while Virgin Atlantic saw 80% negative sentiment across the open web. Despite appearing only once per half, and only in natural pauses in play, the ads still felt intrusive to some rugby fans.
The strong fan reaction may have been mixed, but the high engagement shows promise that, with time, the new format will be a success. As The Cost of Dull report argues, the biggest challenge in advertising today isn’t outrage, but indifference. With neutrality the enemy of effective campaigns, the new in‑game formats may present a way to break through with audiences. Nielsen has previously found that 81% of consumers trust brand sponsorship in sport. Sporting moments are emotionally charged, communal and culturally meaningful. This is an important context where brand perceptions are formed and reinforced.
As the TV ecosystem evolves and advertisers unlock new ways to engage with sports inventory, brands must navigate the balance between opportunity and intrusion. Brands experimenting with these formats should bring a clear sense of identity that enhances the atmosphere, deepens connection, and feels like a genuine part of the sporting experience. The advertisers who succeed will be those whose creative not only fits the moment but earns its place within it, adding value to the viewing experience rather than competing with it.
