In an attempt to increase ad revenue, the NHL has decided to implement a new way to present board ads on broadcasts. In what many fans, myself included, believe was a terrible decision, the NHL has added Digitally Enhanced Dasherboards (DED) ads.
With these new board advertisements the NHL can increase revenue by ads in the arena, and have different ads on the TV broadcasts. This allows different audiences to see different ads that are directed towards them. This would be totally fine, and honestly a smart idea, except for the fact that DED ads aren’t the same as normal ads. They are live ads, that move along the boards, and change throughout the game. The constantly changing ads that are sometimes moving are extremely distracting and makes it so much harder to focus and enjoy the game.
As much as it gives me a headache to watch, it is not the end of the world. It is probably better than adding ads all over the ice and covering the jerseys like we see in Europe but this is about the third or fourth invasive move the NHL has made towards infecting the playing surface and gear/equipment in the last few years. Its understandable that the NHL must find new ways to generate ad revenue, especially following covid, but this was probably the most frustrating and annoying way to do it for the viewers.
The NHL really blew this. Its ugly, distracting, and eye straining. But they could definitely rework it to make it better. What I think they should do is make the ads static like they are in person, but make them directed towards the viewers. For example, when an American broadcast is in a Canadian market, instead of showing Tim Hortons they should show ads for companies like Dunkin Donuts. They could even swap out the ads every period if they wanted to show more ads. This would be a more effective way to show more ads.
These current moving, constantly changing ads are terrible, and will turn people away from watching games because they are so distracting. It will be very interesting to see what the NHL decides to do, if it were up to me I would quickly get away from the moving ads. These ads could be a grave mistake for the NHL.
Inside My Hockey Mind 