England stormed into the 2026 Six Nations with an emphatic 48-7 victory over Wales, but the rugby on the pitch wasn’t the only thing grabbing headlines. As Henry Arundell dazzled with a first-half hat-trick and England racked up a bonus point before halftime, the real drama for many fans unfolded off the field—on their television screens, courtesy of ITV’s controversial decision to introduce mid-game adverts for the first time in tournament history.
The match itself was a showcase of English dominance. From the opening whistle, England looked sharper, faster, and more clinical, with Arundell walking in three tries in what some are calling "possibly the easiest first-half hat-trick of all time." Ben Earl added another before the break, leaving Wales reeling and the scoreboard reflecting a bonus point for England before the teams even headed to the locker rooms.
Wales, meanwhile, found themselves in a world of trouble. Discipline was a major issue, as French referee Pierre Bousset twice reduced the Welsh side to just 13 men. By the end of the contest, Wales had picked up four yellow cards—a statistic that tells its own story about their struggles to keep up with England’s relentless pace. England weren’t immune to the referee’s whistle either, with Maro Itoje and Tom Curry both spending time in the sin bin during the second half. Still, the outcome was never in doubt.
The defeat marks yet another low point for Welsh rugby, with the team now having conceded a staggering 173 points in their last three test matches. Head coach Steve Tandy faces mounting pressure as he attempts to guide a new generation of Welsh players through ongoing turmoil within the Welsh Rugby Union (WRU). There’s little doubt that seismic changes are needed in Cardiff if Wales are to regain their footing on the international stage.
Yet, as the action played out on the field, a different controversy was brewing in living rooms across the UK. ITV’s decision to roll out in-game adverts during the Six Nations opener sparked immediate and widespread backlash from fans. The first such ad appeared in the 17th minute of France versus Ireland on February 6, featuring a split screen: the match continued on the left, while a Samsung Galaxy Fold 27 mobile phone commercial played on the right. Later in the game, viewers were treated to another advert, this time for Virgin Atlantic.
Social media exploded with criticism. One fan on X (formerly Twitter) lamented, "ITV trying to make the Six Nations feel like the NFL. Ruining sport to hit their targets. Won't be buying a SamsungUK anytime soon... get it back on BBC." Another vented, "Any danger of a game of rugby breaking out in between these adverts?" A third, echoing the sentiments of many, asked, "Why are broadcasters so keen to disrupt the sporting events they're screening? First they started interrupting football matches with interviews mid-match, now rugby matches are being drowned out by adverts during scrums. Absolutely no-one watching wants this."
Welsh rugby writer Robert Rees summed up the mood with a dose of humor, quipping, "Can we just watch the adverts for the next 60 mins. Please." The irritation was palpable, with fans arguing that the mid-game ads not only disrupt the flow of the match but also threaten the long-term sustainability and enjoyment of the sport. "ITV’s mid-game adverts in the Rugby 6-Nations massively disrupts their coverage, while making people ignore or turn off the things they advertise," one user noted on X.
Roger Mosey, former head of BBC TV news and ex-director of BBC Sport, weighed in on the debate. "I don’t blame ITV for this. They deserve credit for keeping rugby free to air. But I do believe rights holders should want the public to see sport live and uninterrupted. The 6 Nations allowing in-game ad breaks is a daft idea, and it’s about money not the audience," Mosey said, highlighting the tension between commercial interests and the viewing experience.
The move by ITV is part of a broader trend in sports broadcasting, as networks grapple with rising rights fees and the challenge of keeping major events free-to-air. Some fans grudgingly accept the adverts as a "necessary evil" to ensure the Six Nations remains accessible to all, while others argue that the sanctity of live sport should be preserved at all costs. The debate is far from settled.
Looking ahead, the situation raises questions about the future of sports broadcasting in the UK and beyond. There’s already speculation that similar in-game advertising could appear at this summer’s World Cup, though ITV insiders insist there are no confirmed plans and any such move would require FIFA approval. However, the fact that World Cup matches will include water breaks presents a tempting opportunity for broadcasters to squeeze in quick ads.
The trend isn’t limited to rugby or football. Starting with the 2027-28 season, Paramount—set to take over UK Champions League rights from TNT Sports—may introduce ‘L-frame’ adverts during matches. These ads would be limited to two per half and appear around the edges of the screen, lasting no more than 10 seconds each. Strict restrictions would apply: only existing Champions League sponsors could be featured, and ads would be shown during natural breaks in play, never during stoppage time, extra-time, or penalties. Importantly, no voiceovers would be permitted, a notable difference from the Six Nations’ approach.
The current broadcasting deal, signed last year, splits Six Nations coverage between ITV and the BBC over four years. ITV is responsible for 10 matches, including every England fixture, while the BBC will air the remaining games, including three each for Scotland and Wales. The arrangement was designed to keep rugby accessible to a broad audience, but the introduction of mid-game adverts has sparked a fierce debate about what fans are willing to tolerate in exchange for free-to-air coverage.
For now, the rugby remains as compelling as ever—at least when the action isn’t sharing the screen with a phone commercial. England’s dominant start sends a clear message to the rest of the Six Nations, while Wales are left searching for answers both on and off the pitch. As for the fans, their message to broadcasters is just as clear: let the sport take center stage, and keep the adverts on the sidelines.