And confusion ensued

With about 10 minutes to play, New England got the ball, and stood near midfield.
There was a series of plays that occurred. With respect to the NFL and CBS, here are some screen images that help explain what happened. I have hilighted the down and distance, and copied from the "official" play record.

On first down, the pass was incomplete.
On second down, there was a run for no gain.
On third down & 10 (which CBS incorrectly shows as 3rd and 9), the pass was incomplete.

BUT, on that 3rd down, Bell was called for roughing the passer. That gave the Patriots a first down, after the 15 yard penalty was assessed.