In-game ads: Six Nations fans criticize the use of commercials around scrums

It was a knockout from Cian Prendergast that paved the way for a bit of broadcasting history.

After the Irish winger attempted to collect a loose ball in the 17th minute of his side’s defeat to France, ITV’s shot was turned into a wide, high angle of the Stade de France, and the split-screen and audio feed from the suspension bridge was replaced by a soundtrack of orchestral strings.

As the two front teams were preparing to huddle on one side of the screen, a Samsung mobile phone ad, revolving around a group of friends watching a rugby match (without ads), appeared on the other side.

It lasted 20 seconds. By the time it was finished, the set piece had not even started. Referee Carl Dixon was still holding the two front rows together.

However, limits have been crossed.

Although the ads had long bracketed sporting events on commercial television in the UK, this was the first time they had made a mid-match burrow into the viewing experience.

It is a common practice in the US, with the stop-and-start nature of American football, for example, allowing broadcasters the opportunity to create ‘sponsored moments’, as well as running in-view advertisements.

The reaction of some viewers on social media may not have been as positive as expected.

The use of in-game advertising, which was repeated in the second half with a spot dedicated to airline Virgin Atlantic, was criticized as intrusive, disruptive to the flow of the game, and “Americanized”.