ITV’s In-Game Ads During Six Nations Face Fan Backlash Despite Engagement Boost
ITV’s introduction of in-game advertising during the 2026 Six Nations rugby tournament has sparked a mixed reaction, with brands seeing a lift in engagement even as fans largely expressing negative sentiment towards the novel format. Samsung and Virgin Atlantic were the first advertisers to trial the split-screen ads, which appear just before a scrum, during live coverage of the tournament.
Engagement Increases for Samsung and Virgin Atlantic
According to data from adtech firm Quantcast, Samsung experienced a 13% increase in engagement, and Virgin Atlantic saw an 18% uplift during the matches where their adverts aired [ITV Press Release]. Though, this positive impact on engagement was overshadowed by significant negative feedback from viewers.
Fan Sentiment Largely Negative
Social listening data revealed a strong negative reaction to the in-game advertising. Quantcast’s research showed that 63% of mentions regarding Samsung’s ads were negative, with only 5% positive. Virgin Atlantic fared even worse, with 80% negative sentiment and zero percent positivity [City A.M.]. The terms “boycott” and “annoying ads” were frequently used on social media in response to the split-screen format.
YouGov Research Confirms Negative View
Research from YouGov further supports the negative fan sentiment. 59% of viewers who noticed the in-game advertising held a net negative opinion of the new ad slot after the first round of fixtures [Yahoo News UK]. 63% of viewers were aware of the in-game ads, and Samsung and Virgin Atlantic were the most recalled brands, with 14% and 12% recall respectively.
ITV’s Rationale for In-Game Ads
ITV introduced the split-screen ads as part of a new broadcast deal with the Six Nations, becoming the senior broadcast partner and increasing its coverage to ten matches, including all England games [Standard.co.uk]. As a free-to-air (FTA) broadcaster, ITV sought to maximize revenue and justify its increased investment in the tournament through this new advertising format.
Industry Reaction and Future Considerations
Nisha Ridout, marketing director at Quantcast, highlighted a clash between commercial objectives and fan tradition, stating that US-style mid-action ad formats don’t automatically translate to the UK market and represent a cultural challenge [City A.M.]. She emphasized the importance of respecting the viewing experience and delivering impact without disrupting the flow of the match.
The introduction of in-game advertising during the Six Nations marks a significant shift in the UK sports broadcasting landscape. While it provides a new revenue stream for broadcasters, it also presents a challenge in balancing commercial interests with fan expectations. Brands will demand to carefully assess the trade-off between increased exposure and potential negative sentiment as they consider advertising in this space.