ITV Launches Picture-in-Picture Ads

ITV has revealed that Samsung and Virgin Atlantic will be the first brands to trial its new creative advertising format during the 2026 Men's Six Nations. The picture-in-picture ads will appear during live coverage of the tournament, marking a UK media first.

The innovative format, announced at ITV Palooza in November 2025, will run twice per game—once in each half—during breaks in play just before scrums. Timing and insertion of the ads will be overseen by the ITV Sport production team. ITV will broadcast 10 live matches during the 2026 Men's Six Nations, including every England fixture, both home and away.

Samsung's advert for the Galaxy Fold Z7 depicts fans watching live rugby together on their phone, asking, "can your phone make you feel this close?" Virgin Atlantic's spot highlights the destinations the airline can take viewers, reflecting its signature spirit of openness and positivity.

Mark Trinder, ITV Director of Commercial Sales & Partnerships, said: "At ITV throughout 2026 we're bringing the most exciting advertising opportunities of the year to brands—live, free-to-air sport on a scale we've never seen before. I'm delighted to welcome Samsung and Virgin Atlantic as our first partners for the new picture-in-picture offering, which is sure to be a high-attention format."

www.itv.com