ITV will drop the controversial in-game adverts from its rugby union coverage when it broadcasts the Nations Championship next month as it has been unable to sell the slots due to brands focusing on the World Cup.

The commercial broadcaster is successfully cashing in on the World Cup, with advertising revenues running at 30% higher than those sold during Euro 2024, despite opting not to show adverts during the three-minute hydration breaks that Fifa has introduced in each half.

That decision was taken due to ITV’s desire not to antagonise viewers as the hydration breaks have proved unpopular and led to boos from fans when they are called in many stadiums, as well as the commercial restrictions imposed by Fifa.

ITV introduced in-game adverts using a split-screen to its sports coverage for the first time during the Six Nations this year, and has the right to sell a 20-second slot in each half of the 18 live matches it will broadcast from the Nations Championship this summer.

The Guardian has learned that, while in-picture adverts will not feature when the Nations Championship begins next weekend, ITV plans to sell them for the autumn leg of the new tournament, which will take place in Europe in November.

Samsung and Virgin Atlantic bought the in-picture slots during this year’s Six Nations, with the adverts appearing on the right of the viewer’s screen once in each half while a scrum was being set, with live pictures from the match continuing on the left.

Under the terms of its rights deal, ITV can show the in-picture advert whenever it wants during the game, with the proviso that they are limited to one in each half lasting no more than 20 seconds.

ITV has bought live rights in the UK for every Nations Championship game for the first two editions of the tournament, this year and in 2028, giving it every England match until 2029.

The Nations Championship begins next Saturday with ITV broadcasting six matches back to back throughout the day across ITV1 and ITV4, including New Zealand v France, Australia v Ireland and South Africa v England, before its live World Cup coverage takes over in the evening on a bumper day of sport.

The Six Nations sides will play three matches away this month and three at home in November against South Africa, New Zealand, Australia and Argentina, Japan and Fiji, with the top team from each region meeting in a grand final at Twickenham to determine the champions.