Rugby supporters have reacted with fury this evening after ITV deployed split-screen advertising during the Six Nations opener between France and Ireland in Paris.
The controversial commercial break occurred during a scrum in the 17th minute, with a 20-second Samsung Galaxy Fold Z7 advertisement appearing on screen whilst the live action was relegated to a smaller portion of the display.
Commentary was muted during the promotional spot, which depicted fans watching rugby on their mobile devices.
France had already established a 7-0 advantage when the advert interrupted proceedings, marking a significant departure from traditional British sports broadcasting conventions.
ITV came under fire for showing adverts during the Six Nations match between France and Ireland
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ITC
Viewers took to social media in droves to express their displeasure, with many drawing unflattering comparisons to American broadcasting practices.
“ITV p*** off with the ads during rugby, this is not America. We don’t need to see ads during live sport,” wrote one incensed viewer.
This fan said: “ITV should never be allowed to show a Six Nations game again. Adverts at scrum time ffs, I want to listen to the commentary!”
Another declared: “Adverts during the game while scrums are preparing in the Six Nations is a new low for sport coverage in the UK.”
One fan questioned whether imprisonment might be appropriate punishment, whilst others warned the broadcaster it would “lose viewers if they don’t abandon this decision”.
Fans were left fuming after adverts broke up the match
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ITC
The silencing of commentary proved particularly irksome, with one viewer branding the decision “f***ing terrible”.
The broadcaster had announced its intentions prior to this evening’s fixture, securing permission from tournament organisers to display two advertisements per match during natural stoppages in play.
ITV selected Samsung Galaxy and Virgin Atlantic as its inaugural picture-in-picture advertising partners for what represents a landmark shift in British sports television.
The format sees short commercials broadcast during set-piece preparations whilst maintaining a reduced live feed on screen.
Traditional broadcasting practice in Britain has confined advertising to half-time and full-time intervals during live rugby coverage.
According to The Times, ITV intends to closely monitor both the commercial impact and supporter reaction to the new format.
Ireland were taking on Six Nations holders France in Paris
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REUTERS
Six Nations chief executive Tom Harrison defended the commercial innovation, telling the Business of Sport podcast that tournament organisers were exploiting natural breaks to generate revenue.
“We are using that moment now to create commercial inventory, which was one of the key reasons why we were able to get the ITV deal across the line,” he explained.
ITV’s commercial director Mark Trinder expressed enthusiasm for the venture, stating: “I’m delighted to welcome Samsung and Virgin Atlantic as our first partners for the new picture-in-picture offering which is sure to be a high-attention format.”
The broadcaster would require FIFA approval to implement similar advertising during this summer’s World Cup.
