ITV will screen in-game commercials for the first time during Thursday’s Six Nations Championship opener between France and Ireland at Stade de France. The broadcaster’s new rights deal includes the option to air two split-screen adverts before a scrum is set in each half of every match of the Six Nations.
ITV is understood to have agreed in-game advertising deals with two major brands, with the screen to be divided in two so viewers do not miss any commentary or live action. The commercials will fill the right half of the screen and last about 20 seconds, with live pictures continuing on the left.
Split-screen in-game advertising has been used by TV networks in the United States for several years and is being trialled by…