Sky Sport has apologised for an ad which played midway through the first half of last night's rugby test between the All Blacks and France.

Sky cut from their live coverage in the 16th minute as the All Blacks were camped seven metres out from the try line, and returned 40 seconds later as Dan Carter lined up a penalty kick.

The unscheduled ad ironically included the message: "you won't miss a second" (of Sky's live coverage).

Viewers quickly took to social media complaining about the interruption and Sky responded with a Tweet of their own, apologising for the interruption.


"Sort it out Sky or you'll be losing more than the EPL," was one response, while others said it's "an epic fail", as they don't pay Sky subscriptions to have ads during play.

The gaff caps off a turbulent week for Sky, who faced heavy criticism from many subscribers after losing the rights to the English Premier League and saw their share price drop 6.2% on Wednesday.