The Risks and Rewards of Bringing New Ad Formats to Live Sport

ITV's introduction of in-game ads during the Six Nations received backlash from rugby fans, emphasising the need for careful testing when it comes to advertising in live sport. "With the right design, in-game advertising can enhance rather than disrupt the broadcast," argues James Grant, SVP Advanced Television at Equativ. Live sport is one of the most Read More

Last updated Mar 18, 2026 by ATDb automated enrichment