ITV shelves rugby in-game adverts after brands pour cash into World Cup instead

• Broadcaster keen not to antagonise viewers

• Hydration breaks prove unpopular at World Cup

ITV will drop the controversial in-game adverts from its rugby union coverage when it broadcasts the Nations Championship next month as it has been unable to sell the slots due to brands focusing on the World Cup. The commercial broadcaster is successfully cashing in on the World Cup, with advertising revenues running at 30% higher than those sold during Euro 2024, despite opting not to show adverts during the three-minute hydration breaks that Fifa has introduced in each half.

That decision was taken due to ITV’s desire not to antagonise viewers as the hydration breaks have proved unpopular and led to boos from fans when they are called in many stadiums, as well as the commercial restrictions imposed by Fifa.