ITV viewers were left furious after a technical glitch ruined the channel's live HD coverage of England's first match against the USA.
The match was interrupted by a car advertisement, cutting in just before England captain Steven Gerrard was about to take a strike, and returning to the match after the goal, just in time for viewers to see the team celebrating.
ITV apologised to viewers for the hiccup via its official Twitter ITV World Cup Press Centre account, tweeting: "A transmission error in ITV1 HD's service interrupted England v USA match. We apologise for the transmission interruption."
Angry fans queued up to vent their disappointment at the mistake on micro-blogging site Twitter.
The glitch follows earlier technical difficulties that marred ITV's online coverage of the competition's opening match between host nation South Africa and Mexico. Online viewers of ITV's split-screen 'watch and chat' service were left disappointed, as pages either refused to load or took too much time to stream.
Nick Barron, cloud computing expert at Carrenza, has said ITV's problems were another case of a successful service provider failing when demand reaches an all-time high.
Barron advised viewers to choose a service with flexible resources to meet a high rise in demand.