In a thrilling basketball match, as the clock ticked to just 28 seconds remaining, Brancu Badia scored a tough two-pointer that put Valencia ahead 89:87. Žalgiris coach Tomas Masiulis called for a timeout, but soon after, he decided against taking the break. Unfortunately, viewers watching the match via TV3 were instead shown a commercial, leading to a disconnect between the critical in-game action and the audience's experience. By the time the advertisement ended, fans were confronted with the sight of jubilant Valencia supporters as the game continued without them being aware of Žalgiris's strategic play.

During the commercial, Žalgiris managed to make a move, but Sylvain Francisco’s long shot missed the target completely, demonstrating the subsequent pressure on the team. In a nail-biting finish, Jeanas Montero was fouled, and his successful free throws sealed Valencia Basket’s victory over Žalgiris, leaving fans and viewers frustrated by the timing of the advertisement. After the game, Masiulis reflected on his decision to cancel the timeout, suggesting that with 28 seconds remaining, a quick response was conceivable, although he likely wished for a different outcome in hindsight, with the game’s excitement demanding every second of attention.

The incident raises questions about broadcast timing and the implications of advertisements on live sports viewership, particularly when crucial moments are missed, highlighting a tension between commercial commitments and fan engagement.