ITV HD viewers miss Gerrard World Cup goal
Broadcaster apologises after ITV HD viewers miss Steven Gerrard's goal against the USA and instead see an advert for Hyundai.
Football fans at home and in pubs saw an ad for car firm Hyundai when they should have been watching Steven Gerrard scoring against the USA.
When live coverage resumed a few moments later viewers were greeted with the sight of the England players celebrating his goal.
ITV blamed the blunder on a "transmission problem" and presenter Adrian Chiles apologised at half-time.
An ITV spokesperson said: "A transmission problem temporarily affected ITV1's HD service during the England-USA match. ITV standard definition service continued uninterrupted. We apologise for the interruption in transmission."
Angry viewers were quick to voice their displeasure on Twitter. Poster jamescridland riffed on the BBC's iPlayer ads, saying: "ITV: Making the unmissable completely missable."
Also on the site, broadcaster and TV critic Charlie Brooker tweeted: "Hard lines, ITV HD viewers. On the plus side, I bet that advert looked pin-sharp."
ITV's gaffe evoked memories of a similar own goal last year when the broadcaster cut away to adverts and missed Dan Gosling's dramatic extra time winner for Everton during their FA Cup tie with Liverpool.
It meant that after 118 minutes of stalemate viewers in many parts of the country missed the game's only - and decisive - goal.