ITV will broadcast adverts during live action from England matches at the Six Nations. For the first time in any live broadcast of rugby or football in the UK, an advert will be shown during breaks in play before scrums. The deal with advertisers will ...

The broadcaster is keen not to antagonise viewers after hydration breaks proved unpopular at the football World Cup

ITV has broadcast its first advert created using generative artificial intelligence (GenAI), with a second due to air tonight. On Friday, UTV viewers in Northern Ireland saw an advert for Newry-based Sheepbridge Interiors which was created using the technology

The U.K. TV giant, led by CEO Carolyn McCall, is "monitoring the ongoing difficult geopolitical environment," but is "on track to deliver our full-year guidance."

Broadcaster reveals revenues from expanded tournament are running about 30% higher than for Euro 2024

ITV have reportedly made a change to their coverage for the Nations Championship after fans were left angry during the Six Nations

In-play, in-picture adverts will not be part of ITV's coverage of the Nations Championship in July, but the 20-second slots are set to return in November.