Six Nations adjusts its coverage and scheduling – what did the fans think?

- By Lewis Partridge

Rugby’s oldest championship returned to screens last week, with the 2026 Guinness Men’s Six Nations kicking off in style in Paris. For the first time in almost 80 years, the opening fixture took place on a Thursday. This marked a shift from the tournament’s recent scheduling, which has seen the opening fixture usually played on a Friday. However, this was not the only change that UK fans may have noticed during the opening round.

ITV debuts in-game advertising

The introduction of in-game adverts was a first for rugby in the UK, with a split-screen advert woven into the ITV broadcast coverage once per half during breaks in play. This offered brands the opportunity to reach a larger and more engaged audience, as viewership was up to 23% higher compared to the half-time adverts.

Tradition was broken to provide brands, who may not have a prior association with the Six Nations, with an alternative entry point into the tournament. But YouGov research suggests that it will take some time to win fans over. 63% of fans who watched the Six Nations over the weekend noticed the in-game advertising, with 59% of those viewers holding a net negative opinion of the new advertising slot. As brands consider the value of advertising in this space, they will have to consider whether the benefits of the increased exposure outweigh the current sentiment among rugby fans. Despite fan opinion, the in-game adverts were arguably effective. Of those who noticed adverts during the game, the top two ads recalled unprompted were those which featured Samsung (14%), followed by Virgin (12%).

These split-screen adverts have blurred the lines between overt advertising and the subtle nature of traditional sport sponsorship. What is a familiar sight in some markets has been met with initial resistance from UK sports fans.

Opening fixture moves to Thursday

The opening fixture of the tournament was moved to Thursday to avoid clashing with the opening ceremony of the Olympic Winter Games to maximise viewership. Compared to the same fixture in 2024, when France and Ireland also opened the tournament but on a Friday night, UK viewership was 26% lower. Looking at the wider picture, the cumulative audience across the entire opening round fell by 27% compared to 2024 and by 8% compared to 2025.

Over a third (35%) of those who watched France vs. Ireland also tuned in to at least one minute of the Winter Olympics opening ceremony the following evening. When asked what they would choose if both events had been shown at the same time, sports fans were more likely to choose the Men’s Six Nations (36%) than the Winter Olympics opening ceremony (31%).

The data shows that the Men’s Six Nations remains at the forefront of the UK sporting landscape, supported by a loyal fanbase who are passionate about protecting the game’s traditions and purity. As rightsholders and broadcasters address the commercial realities of the modern broadcast economy, there are clear considerations required to ensure that the fan experience is preserved as new commercial avenues are explored.