ITV have netted far too many own goals to rival the BBC as king of the television screens this World Cup.

I’ve spent the last fortnight in the company of both camps, living through the highs and lows from the comfort of my reclining living room chair.

From the pointless build-up shows on ITV4 to the extended debates on the red button, I have absorbed so much televised football that I think I’m starting to pick up Adrian Chiles’ Brummy brogue.

But it was only when the Beeb eased me through England’s nerve-shredding victory over Slovenia that I truly realised how far Gary Lineker and Co were in front of their great rivals when it comes to the really big games.

ITV were dealt some bad cards when the first two group games against the US and Algeria proved to be damp squibs. But they didn’t exactly do themselves justice at times.

How we all roared when Steven Gerrard scored three minutes into the game against the Americans, signalling what was surely to be a triumphant start to the tournament.

Over 15 million expectant people were watching in the bars, pubs, offices and living rooms around the country. Unfortunately, the 1.5 million poor souls watching the goal in high definition were left scratching their heads while the England skipper celebrated, while watching an unscheduled advert for the new Hyundai range.

It was a blunder of Rob Green proportions and hardly a solid foundation from which to start a month of solid football.

Still reeling from that faux pas, ITV then walked into another disaster as pundit Robbie Earle was found guilty of breaching FIFA regulations by passing on scores of tickets to a third party, which were then said to be used by a Dutch beer company for an ambush marketing effort.

The former Jamaica international was sacked, claiming later that he had been “badly let down” by a friend who had sold on his allocation.

And to complete the hat-trick, Dutch pundit Edgar Davids had his wrists slapped this week after wearing a top emblazoned with branding for a clothing company he works with.

Aside from the first example, of course, my viewing pleasure hasn’t exactly been affected by ITV’s mistakes. In fact, Earle’s removal from my TV screen has actually served to enhance it.

But, however the commercial channel tries to spice things up, be it through their neon studios, funky theme tune, or new, hip presenter, they never seem to fully satisfy the sense of occasion when it really matters.

The battle is no longer fought in the commentary box, as it was when Motson and Davies were in their prime. Instead, victory is achieved inside the studio where the half-time banter is almost as important as the game on the pitch.

And that’s where the Beeb do come into their own. Perhaps it’s because I know my licence fee has gone towards that £1million glass cube in Cape Town, but it all feels so comfortable.

Thankfully, Lineker and Co will be at the helm for Sunday’s second-round game against the Germans where I can be safe in the knowledge that my enjoyment of our smooth progression into the last eight will not be interrupted by a Japanese car manufacturer.