'Not a massive fan' - in-game adverts rile fans on Six Nations debut
#ITV #Six Nations #Ireland vs France #In-game ads #Rugby #Commercials #Sports Media
📌 Key Takeaways
- ITV introduced split-screen 'picture-in-picture' ads during live play for the first time in UK rugby history.
- The innovation debuted during the high-profile Six Nations clash between Ireland and France.
- Viewers reacted negatively on social media, labeling the advertisements as intrusive and distracting.
- The move mimics US-style broadcasting trends aimed at increasing commercial revenue during live events.
📖 Full Retelling
Broadcasting giant ITV sparked a wave of criticism from rugby fans on February 1, 2024, after introducing controversial in-game split-screen advertisements during the Six Nations opening match between Ireland and France in Marseille. The broadcaster utilized a 'picture-in-picture' format to air commercial content while the match was still live, marking the first time such an advertising model has been deployed during a major rugby tournament on UK free-to-air television. The move was intended to leverage the high viewership of the tournament's debut, but it quickly became a lightning rod for viewer dissatisfaction.
🏷️ Themes
Sports Broadcasting, Advertising, Six Nations
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Original Source
In-game adverts made their UK television debut in Thursday night's Six Nations match between Ireland and France - to the irritation of many.
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