Split-Screen ads criticised in Six Nations by Siya Kolisi, Erasmus
Siya Kolisi and Rassie Erasmus criticise split-screen ads during France vs Ireland Six Nations broadcast
©Steve Haag
A new television advertising format used during the opening Six Nations match between France and Ireland has drawn criticism from leading figures in world rugby, including South Africa captain Siya Kolisi and head coach Rassie Erasmus.
Broadcaster ITV introduced a split-screen commercial format during natural stoppages in play, particularly before scrums. Short advertisements appeared on part of the screen while the match continued on the other side, and in some instances the stadium audio was reduced during the break.
The move marked a change in rugby coverage presentation and prompted immediate reaction from viewers who felt the build-up moments of the game were being interrupted.
Kolisi described the practice as disrespectful to the sport, stressing that the tension and preparation before set-pieces form an important part of the spectacle. He said those moments contribute to the narrative of a match and should not be treated as downtime.
He also questioned whether similar interruptions would occur during attacking play, arguing that the viewing experience should remain focused on the contest itself.
“That is disrespecting the game. That is really bad,” he commented.
“The build up to scrums is part of the game, and I don’t know why people would run away from it. We say rugby is a game for everyone, but are we now also going to stop and have ad breaks when Cheslin [Kolbe] is stepping people?
“That is not fair. We want to watch the game.”
Erasmus echoed concerns about the treatment of pre-scrum phases, indicating they should not be considered empty broadcast space.
