Samsung, Virgin Atlantic trial ITV’s new ad format

ITV is introducing a picture-in-picture advertising format during the 2026 Men’s Six Nations, with Samsung and Virgin Atlantic among the first brands to take part. The ads will appear twice per match—once in each half—during breaks just before scrums, with timing and placement managed by the ITV Sport production team.

For the tournament, ITV will exclusively broadcast 10 live matches, including every England fixture, home and away.

Picture-in-picture format offers immersive brand presence

Samsung’s spot for the Galaxy Fold Z7 features fans watching live rugby together on their phones, asking can your phone make you feel this close?. Virgin Atlantic’s advert highlights destinations the airline serves, while reflecting its openness and positivity.

Mark Trinder, ITV Director of Commercial Sales & Partnerships: "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."

The trial marks a UK media first, giving advertisers a presence on live sport in a way that keeps viewers engaged without interrupting the action.

www.itv.com

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