Fans threaten to switch off ITV if World Cup matches have mid-game adverts after fury over Six Nations

FOOTBALL FANS have warned they will boycott ITV’s World Cup coverage if football matches are interrupted by mid-game adverts.

The backlash comes after ITV confirmed it will trial split-screen adverts during live Six Nations matches, sparking fears the idea could be rolled out at this summer’s World Cup.

UK broadcasters have traditionally shown live sport without any breaks during play, cutting to adverts only at half-time or full-time.

But that long-standing rule is now under threat.

ITV have introduced one advertising intervention in each half of Six Nations matches, with the screen split between live action and a commercial for around 20 seconds.

The adverts will appear during scrums, with viewers still able to see the players preparing, but commentary and match sound replaced by the advertisement audio.

Fans were fuming after it was introduced during Thursday night’s tournament opener between France and Ireland and said the broadcaster should never show the Six Nations again.

The broadcaster has deals in place with brands including Samsung and Virgin Atlantic, describing the move as a “brand new creative advertising format”.

Six Nations organisers are understood to have approved the idea as part of a new commercial agreement.

And while no final decision has been made, the concept could be expanded to the World Cup if deemed a success.

FIFA has already confirmed there will be mandatory drinks breaks in each half at the tournament in the USA, Canada and Mexico, stoppages that could provide ready-made advertising windows.

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But football fans have reacted furiously to the prospect.

One supporter wrote on X: “Mid game adverts on ITV… game’s gone. You dare do this in the World Cup.”

Another added: “If ITV do mid-game adverts during the World Cup, I just won’t watch games on that channel. Simple as that.”

A third fan warned: “Adverts during the Six Nations on ITV. Hope that’s not planned for the upcoming World Cup…”

ITV – who have an incredible team of pundits lined up – and the BBC will broadcast World Cup fixtures, meaning any change to coverage could impact millions of viewers.

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