Viewers of ITV HD missed Steven Gerrard's opener in England's first World Cup game against the USA.
The broadcaster switched to adverts at the start of the Group C clash, and only returned to coverage in Rustenburg as Gerrard and his teammates were celebrating.
Coverage began as normal, with the first few minutes broadcast without problems.
However, after around four minutes it flicked to a car advert for Hyundai, which then gave way to a brief period of a black screen, presumably as the broadcasters realised the error, then returned after the goal.
Viewers on the standard ITV service had no problems.
Presenter Adrian Chiles was forced to apologise at half-time, explaining that there had been an 'interruption'.
Take a look for yourself here.
ITV apologised for a similar aberration in 2009 when they cut to adverts in an FA Cup tie between Liverpool and Everton.
On that occasion, they missed teenager Dan Gosling's winner in a 1-0 victory, just two minutes from the end of extra-time.