ITV’s Six Nations advertising experiment sparks strong reactions from Rassie Erasmus

ITV will introduce in-play advertising into its coverage of the Six Nations this week, a first for live sports broadcasting in the UK, starting with Ireland’s trip to defending champions France on Thursday evening.

The broadcaster will air two adverts in each half, broadcast during breaks before scrums. Promos will appear as picture-in-picture, taking up about half the screen while the match continues.

Commercial agreements have been concluded with Samsung And Virgin Atlantic. Samsung’s advert will promote its Galaxy Fold 27 phone, showing fans watching live rugby together on a mobile device and asking: “Can your phone make you feel so close?” » Virgin Atlantic’s slot will focus on the airline’s global routes.

Although ITV stressed that adverts would only appear during natural downtime, the move has already sparked debate over the impact on the flow and viewing experience of rugby.

The South Africa coach was among the first to react. Erasmus course who responded with a series of pointed posts on social media.

Citing the original report, Erasmus initially wrote “RIGHT?”a sarcastic reference to the re-engineering of rugby broadcasts to fit advertising.

He followed up with a second message: “Oh shit Daan, what now?”

The tone was typical of Erasmus: short, dry and clearly skeptical about an orientation which risks weakening the rhythm of the game.

For the moment, the experiment only applies to rugby. ITV would need separate permission to introduce similar in-game advertising during football broadcasts, including the World Cup.

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