One unexpected talking point has dominated the early Six Nations coverage. ITV introduced a “split-screen” advertising format during France versus Ireland. This marked the first time UK rugby used in-play commercial breaks.
The broadcaster aired 20-second adverts during natural pauses in play. Brands like Samsung and Virgin Atlantic featured prominently. These adverts mainly appeared during the build-up to scrums.
Meanwhile, live action stayed visible on the left side of the screen. However, broadcasters muted or reduced match audio. As a result, fans reacted with immediate frustration.
Siya Kolisi Strongly Criticises the Decision
Springbok captain Siya Kolisi openly criticised the move. He described the decision as “disrespectful to the game.”
“That is disrespecting the game. That is really bad,” he commented.
Kolisi stressed that scrum build-ups carry tactical importance. He questioned why broadcasters treated these moments as expendable.
“The build up to scrums is part of the game, and I don’t know why people would run away from it. We say rugby is a game for everyone, but are we now also going to stop and have ad breaks when Cheslin [Kolbe] is stepping people?
“That is not fair. We want to watch the game.”
Rerig?
https://t.co/FETINYcET6
— Rassie Erasmus (@RassieRugby) February 4, 2026
Fans and Rassie Erasmus Share Concerns
Social media quickly filled with angry reactions from viewers. Many fans criticised what they called the “Americanisation” of rugby. They argued adverts damaged the match’s intensity and atmosphere.
Meanwhile, Rassie Erasmus subtly shared similar concerns. He suggested scrum build-ups should never become “dead air.” Instead, he implied these moments remain essential to rugby’s identity.
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