ITV will broadcast adverts during live action from England matches at the Six Nations. For the first time in any live broadcast of rugby or football in the UK, an advert will be shown during breaks in ...

ITV has broadcast its first advert created using generative artificial intelligence (GenAI), with a second due to air tonight. On Friday, UTV viewers in Northern Ireland saw an advert for Newry-based ...

ITV became the first British network to show in-game adverts during a sporting event in Thursday’s Six Nations game between France and Ireland. Adverts are regularly shown during half-time in sports ...

Six Nations games are set to feature ‘in-game ads’ in 2026 🏉📺 ITV’s coverage of Six Nations will look very different in 2026. The broadcaster is set to feature in-game adverts for the first time.