Rugby fans have largely reacted negatively to the introduction of split-screen advertising during Six Nations matches broadcast by ITV, despite the format delivering double-digit engagement increases for initial advertising partners Samsung and Virgin Atlantic, according to new data.
The broadcaster began inserting 20-second commercials on the right-hand side of the screen during breaks in play – specifically before scrums – in the opening rounds of the 2026 tournament. The move followed a new broadcast deal with the BBC that designated ITV as the senior broadcast partner, increasing its coverage to ten matches, including all England games. ITV cited the need to maximize revenue as a free-to-air broadcaster to justify its increased financial commitment to the Six Nations.
Quantcast, an adtech firm, reported a 13 percent increase in engagement for Samsung and an 18 percent uplift for Virgin Atlantic during the matches where their adverts were displayed. However, social listening data revealed a significant disconnect between reach and audience reception. Samsung’s in-game ads generated 63 percent negative sentiment, with only 5 percent expressing a positive reaction. Virgin Atlantic fared even worse, with 80 percent negative sentiment and zero percent positivity.
The negative reaction extended to online discourse, with Quantcast identifying a marked increase in the use of terms like “boycott” and “annoying ads” across social media platforms during the matches.
“This data exposes a friction point between commercial objectives and long-standing fan tradition,” said Nisha Ridout, marketing director at Quantcast. “While in-game advertising is a proven engine for engagement, it clashes with the sacred, uninterrupted rhythm of UK rugby. US style mid-action ad formats do not translate automatically and represent a cultural challenge. For brands, the key takeaway is that visibility works best when it respects the viewing experience and the moments fans value.”
YouGov research corroborated the negative sentiment, finding that 59 percent of viewers held a net negative opinion of the new ad slot after the first round of fixtures. The research also indicated a high level of awareness, with 63 percent of viewers noticing the in-game advertising. Samsung and Virgin Atlantic were the most readily recalled brands, identified by 14 percent and 12 percent of viewers respectively, without prompting.
Despite the largely negative response, YouGov’s research suggests brands are weighing the benefits of increased exposure against the current unfavorable sentiment. The data indicates that the in-game adverts are, at least, effective in terms of brand recall, even if they are not currently well-received by fans.
