Viewers: Key Insights on ITV Six Nations In-Game Adverts
ITV has made history by introducing in-game adverts during the 2024 England Men’s Six Nations tournament, a first for UK media. This significant development adds a new layer to the annual rugby competition which features teams from England, Ireland, Scotland, Wales, Italy, and France.
Details of the In-Game Advertising Format
The innovative advertising format made its debut at the opening match, where France triumphed over Ireland in Paris. During each match, fans can expect to see two adverts, displayed on a split-screen. Each ad will be shown for 20 seconds on the right side while live match footage plays on the left.
Timing and Placement of Advertisements
Advertisements will air during breaks in play, specifically just before a scrum. The ITV Sport production team will control the precise timing of these ads. This approach represents a shift from traditional advertising, which usually occurs only before, after, or during half-time of matches.
Brands Participating in the Format
Samsung and Virgin Atlantic have partnered with ITV to launch this new advertising initiative. Samsung’s commercial features fans enjoying rugby on its Galaxy Fold Z7 mobile phone and poses the question, “Can your phone make you feel this close?” Virgin Atlantic will showcase its airline services in this new format.
Comparison to Previous Advertising Practices
While split-screen advertising has been utilized in the United States for years, this is a pioneering move for commercial rugby broadcasting in the UK. The Irish national broadcaster RTE is also exploring similar formats in racing, highlighting a growing trend in sports advertising.
Reasons Behind the Innovative Approach
The shift towards in-game advertising stems from a four-year deal between ITV and the BBC to keep the Six Nations tournament available on free-to-air television. ITV reportedly invested over two-thirds of the annual £63 million agreement. Enhancing advertising opportunities is crucial for offsetting these costs.
Expert Opinions and Expectations
Tom Harrison, chief executive of Six Nations Rugby, acknowledged the challenging commercial environment for rugby and emphasized the importance of capturing audience attention. Mark Trinder, ITV’s director of commercial sales and partnerships, expressed excitement about the potential of live, free-to-air sports advertisements, welcoming Samsung and Virgin Atlantic as pioneers of this initiative.
This innovative advertising strategy is expected to attract significant attention and reshape the landscape of sports advertising in the UK, emphasizing the importance of adaptability in modern broadcasting.
