ITV viewers watching England's opening game in the World Cup last night on the broadcaster's HD channel were denied the only silver lining of the match.
As the BBC rather keenly reports today, viewers of ITV 1 HD were unable to see England's opening goal, scored after just four minutes - instead they were treated to an advert for Hyundai cars, according to the Mirror.
This isn't the first time mismanagement at ITV has denied football fans a crucial goal.
Tic Tacs
During extra time of an FA Cup replay between Merseyside rivals Everton and Liverpool in 2009, TV viewers were treated to a Tic Tacs advert while the deciding goal - scored after three-and-a-half-hours of edge-of-the-seat football - was being scored. That mistake lead to widespread criticism of the broadcaster's fitness to screen live football (if employing commentator Clive Tyldsesley wasn't evidence enough of its unsuitability) and this latest howler will only intensify criticism of ITV's live sports coverage.
Earlier this year, Channel 4 angered viewers by cutting to an episode of Come Dine With Me before they had announced the result of the photo finish from their broadcast of $20m horse race the Dubai World Cup.
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