{"id":283624,"date":"2026-02-06T08:51:09","date_gmt":"2026-02-06T08:51:09","guid":{"rendered":"https:\/\/www.newsbeep.com\/ie\/283624\/"},"modified":"2026-02-06T08:51:09","modified_gmt":"2026-02-06T08:51:09","slug":"itv-slated-for-controversial-france-v-ireland-six-nations-broadcast","status":"publish","type":"post","link":"https:\/\/www.newsbeep.com\/ie\/283624\/","title":{"rendered":"ITV Slated For Controversial France v Ireland Six Nations Broadcast"},"content":{"rendered":"

One aspect of ITV’s coverage of France v Ireland on the opening night of the Six Nations was roundly criticised by rugby fans.<\/p>\n

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.<\/p>\n

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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.<\/p>\n

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.<\/p>\n

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.<\/p>\n

READ HERE: Andy Farrell Made Telling Comment About His Ireland Team After France Drubbing<\/a><\/p>\n

READ HERE: Brian O’Driscoll Has One Massive Ireland Concern After Bizarre Play In France Loss<\/a><\/p>\n

Six Nations: Rugby fans criticise ITV’s in-game ads<\/p>\n

It was revealed on Wednesday<\/a> that ITV would broadcast advertisements mid-game for the first time during this year’s Six Nations.<\/p>\n

The ads will play once a half, at breaks in play before scrums, in each game the British broadcaster shows live.<\/p>\n

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.<\/p>\n

Mid game ad breaks (on ITV 1) a bit intrusive, but this is the future of FTA sport. pic.twitter.com\/Fb5iNzOCpi<\/a><\/p>\n

\u2014 Kieran Holden (@Kieran_Holden) February 5, 2026<\/a><\/p>\n

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.<\/p>\n

Fans took to social media to slate the new addition.<\/p>\n

Rugby match breaking out in ITV advert fest.<\/p>\n

\u2014 Raol. (@Tom20531162) February 5, 2026<\/a><\/p>\n

@ITV<\/a> playing an advert in the middle of the rugby is absolutely ridiculous<\/p>\n

\u2014 BarraMacGiollaAol\u00e1in (@barra_mac) February 5, 2026<\/a><\/p>\n

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<\/a> advert, it was fucking awful, and imo, damaging to the brand. NO rugby fan, watching, is going to be liking that.<\/p>\n

\u2014 Billion Dollar Brain #MDANT (@harryhpalmer) February 5, 2026<\/a><\/p>\n

Advertising during the actual game?!!! Absolutely disgraceful.<\/p>\n

\u2014 Alison \ud83d\udc99\ud83c\udf43\ud83d\udc9a\ud83c\udfc9\ud83c\udfcf (@AlisonFlp1) February 5, 2026<\/a><\/p>\n

Please please don\u2019t ever show an advert in game again. This is an absolute no no.<\/p>\n

\u2014 Joe Clark (@Fatjossle) February 5, 2026<\/a><\/p>\n

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 \u00a31k a year for paywall. We have had years of 6N without this.<\/p>\n

It doesn’t bother me but it is another example of the enshitification of sports broadcasting.<\/p>\n

\u2014 Sam Larner (@SamLStandsUp) February 5, 2026<\/a><\/p>\n

#SixNations2026<\/a> #ITV<\/a>, 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.<\/p>\n

\u2014 Craig Usher (@CraigUsherUK) February 5, 2026<\/a><\/p>\n

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Though the adverts will be absent from RT\u00c9 and Virgin Media’s coverage of the Six Nations for Irish viewers, they do set a worrying precedent for European sports broadcasts.<\/p>\n

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.<\/p>\n

SEE ALSO: Ireland Player Ratings As First Half Horror Show Results In Humbling France Defeat<\/a>
\n\"\"<\/a> 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
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