<![CDATA[<a href="http://www.youtube.com/v/cv3GoUlHu18&ap=%2526fmt%3D18&rel=0&fs=1" target="_blank">http://www.youtube.com/v/cv3GoUlHu18&ap=%2526fmt%3D18&rel=0&fs=1</a>]]> Many watching in pubs or at home were surprised to discover England were 1-0 up because the commercial, for car marker Hyundai, was screened while the goal was being scored in an apparent error.
Those watching the ordinary standard definition ITV feed were unaffected.
Andy Quinn-Williams, 46, landlord of the Three Tunnes in Hazel Grove, Stockport, Cheshire, said: ‘We couldn’t believe it – this advert popped up and then it goes back to the game and England are 1-0 up.
"There was pandemonium in the pub – it is outrageous. We all started calling friends and those watching it without HD were seeing the game without the advert.
"It is astonishing that anyone can put an advert on for cars and eating oranges in the opening game of the World Cup."
The blunder also prompted outrage on social media. Television presenter Richard Madeley posted on his Twitter account: "Anyone else watching on ITV HD – they played a commercial OVER THE FIRST GOAL!"
Stephen Pollard, editor of the Jewish Chronicle, Tweeted: "HD went to an ad after 3 mins play and missed the goal. ITV is inept, amateurish and a bloody disgrace."
Twitter user jonesthescribe noted that viewers of the standard ITV service did better than those watching the HD version: "For the SD plebs: while you were watching the goal, HD was cutting to an unscheduled ad break."
Last year, ITV received more than 1,000 complaints after viewers missed the winning goal in an FA Cup tie between Liverpool and Everton, when the broadcaster cut to an advertising break.
Ryan Gosling scored Everton's winning goal in the 118th minute, after the game had gone into extra time.
ITV blamed a technical hitch in an automated system for screening adverts. It is used when schedules are running normally, and fails to take overruns into account.
Viewers in some regions were still able to see substitute Gosling's goal, but others returned to the coverage during the players' celebrations.
Again on Twitter, the Telegraph's Jon Swaine added: "Niche ITV gripe: 5-second delay on their online player meant I already knew the US had scored from my TV-owning American neighbour's whoops."
http://www.telegraph.co.uk/sport/football/world-cup-2010/7823692/Viewers-miss-opening-England-goal-after-ITV-shows-commercial.html?utm_source=twitterfeed&utm_medium=twitter
