As news came out, ITV bosses decided to scrap all adverts after Prince Philip's death on Friday at the age of 99, to allow for uninterrupted news coverage.
This also has the benefit of not showing ads that could be perceived as being in poor taste, given the solemn news. This is a huge unprecedented change in programming. When Lady Diana,
Princess of Wales, died, chaos erupted as potentially offensive ads were pulled from slots, but ITV didn't cancel ad breaks, until the day of her funeral, Saturday, when they cancelled "much" of the advertising.
"This Morning" was two hours in on ITV when news of His Royal Highness The Prince Philip, Duke of Edinburgh's death broke, forcing presenters Eamonn Holmes and Ruth Langsford to bring the show to an abrupt end during an interview with Corrie actor Alan Halsall.
ITV's racing coverage was moved to ITV4, "Loose Women" was cancelled as newsreader Lucrezia Millarini confirmed Prince Phillips death. Normally, during most ITV shows there are ad breaks every 15 minutes, but these were absent as an array of different presenters took to the air to bring viewers rolling coverage of Prince Phillip's death.
All around the United Kingdom, digital advertising billboards lit up with the news about Prince Phillip, instead of adverts. Flags at Wembley and St George’s Park are flying at half-mast. The sporting world including Premier League clubs and Ascot have paid tributes to the late Prince Phillip, issuing statements and holding minutes of silence.
On Twitter, users are sharing more digital billboards that have changed to honor Prince Phillip.
Billboards popping up across London for Prince Philip. This in Kensal Rise pic.twitter.com/NqRY5nP0fF
— James Longman (@JamesAALongman) April 9, 2021
These billboards are owned by the same digital media company, Global.
Billboards all over London paying respect to His Majesty Prince Philip pic.twitter.com/DFjcnStKld
— Emma Webb (@Emma_A_Webb) April 9, 2021
Across the country. The billboards are owned by Global. This was Manchester. pic.twitter.com/ehc4yFNNPQ
— Ad (@adlynch) April 9, 2021