One aspect of ITV’s coverage of France v Ireland on the opening night of the Six Nations was roundly criticised by rugby fans.
It was a difficult night for Andy Farrell’s Irish team, who suffered an even heavier defeat than last year’s 15-point reverse, as France racked up five tries in a dominant 36-14 win at the Stade de France.
Recommended
Ireland rallied in the second half, but by then it was far too late as France had roared into a ruthless 22-0 lead by half time.
Louis Bielle-Biarrey was Ireland’s scourge last year, and the Bordeaux star proved it again with two tries on the night, his first coming after just 11 minutes.
Shortly after that try, ITV debuted a new feature of their Six Nations coverage that is set to cause significant discussion in the coming weeks.
READ HERE: Andy Farrell Made Telling Comment About His Ireland Team After France Drubbing
READ HERE: Brian O’Driscoll Has One Massive Ireland Concern After Bizarre Play In France Loss
Six Nations: Rugby fans criticise ITV’s in-game ads
It was revealed on Wednesday that ITV would broadcast advertisements mid-game for the first time during this year’s Six Nations.
The ads will play once a half, at breaks in play before scrums, in each game the British broadcaster shows live.
The controversial addition to their coverage made its debut on Thursday during Ireland’s drubbing at the hands of France, with a split-screen ad for Samsung taking over the first-half coverage shortly after Louis Bielle-Biarrey’s first try.
Mid game ad breaks (on ITV 1) a bit intrusive, but this is the future of FTA sport. pic.twitter.com/Fb5iNzOCpi
— Kieran Holden (@Kieran_Holden) February 5, 2026
It was not a move that went down well with rugby viewers, as audio from the stadium was killed to draw attention to the ad on the right hand side of the screen.
Fans took to social media to slate the new addition.
Rugby match breaking out in ITV advert fest.
— Raol. (@Tom20531162) February 5, 2026
@ITV playing an advert in the middle of the rugby is absolutely ridiculous
— BarraMacGiollaAoláin (@barra_mac) February 5, 2026
they’d need permission from FIFA to do it. Knowing FIFA, that would depend on how much kick back they’ll get from it.
But having experienced that @SamsungUK advert, it was fucking awful, and imo, damaging to the brand. NO rugby fan, watching, is going to be liking that.
— Billion Dollar Brain #MDANT (@harryhpalmer) February 5, 2026
Advertising during the actual game?!!! Absolutely disgraceful.
— Alison 💙🍃💚🏉🏏 (@AlisonFlp1) February 5, 2026
Please please don’t ever show an advert in game again. This is an absolute no no.
— Joe Clark (@Fatjossle) February 5, 2026
The one ad per half on ITV doesn’t massively bother me. However, I baulk at the idea that it’s either this or pay £1k a year for paywall. We have had years of 6N without this.
It doesn’t bother me but it is another example of the enshitification of sports broadcasting.
— Sam Larner (@SamLStandsUp) February 5, 2026
#SixNations2026 #ITV, just before the second half kickoff. The advert in the game, even if it is in a scrum, is the most annoying thing I think a TV station can do. It’s horrible and just smacks me of wanting to be more like an American channel, and that’s not a good thing.
— Craig Usher (@CraigUsherUK) February 5, 2026
Though the adverts will be absent from RTÉ and Virgin Media’s coverage of the Six Nations for Irish viewers, they do set a worrying precedent for European sports broadcasts.
With ITV set to show this year’s soccer World Cup and next year’s Rugby World Cup, this may not be the last we hear of this issue.
SEE ALSO: Ireland Player Ratings As First Half Horror Show Results In Humbling France Defeat
5 February 2026; Jamie Osborne of Ireland, right, and team mates after conceding a third try during the Guinness 6 Nations Rugby Championship match between France and Ireland at Stade de France in Paris, France. Photo by Ramsey Cardy/Sportsfile