Angry reaction from rugby fans has forced a u-turn by Sky Television after they came under attack for screening a commercial between the end of the All Blacks haka and the kick-off of last night's first test against the British and Irish Lions.

Sky is now promising it won't go to ad-break again after the haka, during the rest of the Lions tour after it came under fire from irate fans on social media today.

A spokesperson said: "While last night's superb match was played live and uninterrupted on Sky Sport, you've told us you didn't like seeing an ad-break after the haka and before the match started".

"We hear you, and for the remaining matches of the Lions tour you won't see it again."


Annoyed viewers took to Facebook to complain about the inclusion of a lengthy ad for Sky's chief broadcast sponsor, a car manufacturer.

Many flooded onto the popular Veitchy on Sport page, run by Newstalk ZB sports personality Tony Veitch, to vent.

Veitch published a passionate post from Graeme Fisher as reflective of the reaction of fans on his page.

"I was happily watching the rugby tonight at home with my mum, dad, my partner and my 2-year-old son who is just starting to learn who the All Blacks are and their pre-match ritual the haka," he wrote.

"What really got my back up was the fact that straight after the haka you decided to throw a stupid ad on [...] .

"I'm probably not your target market for a car as I have a fantastic employer who provides a car for me, but let me tell you - I do not pay over $100 a month for you to cross into a ad after the All Blacks have just performed the most amazing haka in the first game against the Lions.

"Fill your boots at half time as I am probably heading to the fridge to quench my thirst, but I was very disappointed to see that you ruined my experience tonight by doing that.

"Please can you reconsider this for game number two and three."



Fisher was quickly supported by others.



Lomaks Tangihaere wrote: "totally agree with him there, was so off putting".


"No warning either! Just straight into a [...] ad that had no meaning what so ever to the game - it sucked."

"My dad thought someone sat on the remote and changed the channel, we all got up to look for the remote and just realised it was a stupid ad," Maria Poei responded.

And Robbie Lynne said he was at a packed club watching when the ad cut into the live coverage.



"The whole pub were booing when that [...] advert came on," he said.

"It was the speed at which they cut to the ad that annoyed me - major anticlimax."

The tactic follows overseas formats such as in Australia where ad-breaks are regularly inserted into game play.