ITV Partners with Samsung, Virgin Atlantic for Six Nations PiP Ads Debut
ITV has announced a partnership with Samsung and Virgin Atlantic for a new advertising format during the 2026 Men’s Six Nations. This innovative approach will feature picture-in-picture ads, marking a first for UK media.
Details of the Picture-in-Picture Ads
The ads will air twice in each game, timed to play during breaks in action, specifically before scrums. The content is being carefully programmed by ITV’s Sport production team, ensuring seamless integration into the live broadcast.
Brands Involved
- Samsung: Their advertisement features the Galaxy Fold Z7, highlighting fans enjoying rugby together on their phones. The tagline asks, “Can your phone make you feel this close?”
- Virgin Atlantic: Their ad promotes travel opportunities with the airline, emphasizing their signature spirit of openness and positivity.
Broadcasting Details
For the upcoming Six Nations, ITV is set to broadcast ten live matches, including all fixtures featuring England, both at home and away. This ensures a significant viewing audience for the new ad format.
From ITV’s Perspective
Mark Trinder, ITV’s Director of Commercial Sales & Partnerships, expressed excitement about introducing this pioneering advertising opportunity. He stated that the picture-in-picture format promotes high engagement and represents a significant leap in live sports advertising.
In conclusion, ITV’s collaboration with top brands like Samsung and Virgin Atlantic during the 2026 Men’s Six Nations is set to enhance viewer engagement with innovative advertising methods. This partnership highlights ITV’s commitment to expanding advertising opportunities in live sports, a space that will attract significant attention from both brands and fans alike.
