The NHL’s digitally enhanced dasherboards (DED) have faced criticism from fans during their debut season. The DED technology allows for the digital replacement of camera-visible arena ads on broadcasts, allowing for constant changes in advertisers. However, fans have criticized the digital ads for technical glitches, disruptive artificiality, and the way some moving advertisements detracted from the ongoing play.
Despite the criticisms, the NHL believes that most viewers have grown comfortable with the digital ad boards. Keith Wachtel, the NHL’s chief business officer and executive vice president of global partnerships, states that the overwhelming sentiment is that the cleanliness of the boards is less jarring for viewers and blends in more. The league made two changes to the technology during the 2022-23 season, adjusting the brightness of the ads and applying motion-blurring to make them blend better during play.
The NHL continues to tweak the technology to enhance the viewing experience. One of the areas they are looking at is ads that include moving elements, which some fans found disorienting. While there have been occasional instances where the puck appeared to get lost, Wachtel believes it is infrequent and that fans who have trouble following the puck may already have difficulty doing so. Overall, the NHL believes that with more time, fans will become more comfortable with the technology.
The DED system has the potential for other special effects beyond overlaying advertisements. In the 2023-24 season, the DEDs will feature graphics that promote the teams in national broadcasts, making the game feel bigger. During breaks, the boards will be used for targeted promotional messages of upcoming games, accompanied by an announcer voiceover. The boards will also come to life during overtime or shootouts.
The NHL has already tested using the boards to enhance goal celebrations, but there are challenges related to how the game is shot for television. Currently, the camera cuts directly to the player celebrating after a goal, showing the physical ads in the arena instead of their digital replacements. Working with broadcasters to extend the shot could capture both the player’s celebration and the digital ads.
From a financial perspective, the digital ad boards have been successful for the NHL. SponsorUnited reported a 21% increase in sponsorship revenue year-over-year and 700 brands were involved in the DED. The NHL’s hub for digital boards housed 12,000 pieces of creative, and the league has “eclipsed all other leagues with close to 90%” of all virtual signage assets in televised sports. The league tracks the time the ads are displayed using MVP Index.
While the NHL’s digital ad boards faced criticism during their debut season, the league remains committed to improving the viewing experience. Changes have been made to address technical issues and blend the ads better during play. The NHL is exploring ways to enhance the technology further, including the use of moving elements in ads. Despite some challenges, the financial success of the digital boards indicates their potential for the future. With continued adjustments and innovations, the NHL hopes to create an optimal viewing experience for fans while maximizing sponsorship opportunities.
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