When the NHL unveiled their digitally enhanced dasherboards (DED) during their debut season, it was met with a wave of criticism from fans. This technology allows for the digital replacement of camera-visible arena ads during broadcasts, providing advertisers with the opportunity to constantly change which brands are featured. However, fans have expressed concerns regarding technical glitches, disruptive artificiality, and how certain moving advertisements detract from the gameplay itself. While the NHL acknowledges these critiques, they argue that the majority of viewers are comfortable with the digital ad boards and even claim that it makes hockey easier to watch on television. Is this truly the case, or is the league merely dismissing the valid concerns of fans?
The NHL’s Response to Criticisms
Keith Wachtel, the NHL’s chief business officer and executive vice president of global partnerships, stated that the negative feedback surrounding the DED technology was primarily from a vocal minority. According to him, most viewers find the cleanliness and blending of the digital boards less jarring and intrusive. However, it is crucial to question whether the NHL’s assertion is accurate or merely an attempt to downplay the issue. Wachtel did admit that the league made two changes to the technology in the 2022-23 season in response to criticisms: adjusting the brightness of the ads and applying motion-blurring to make them appear more seamless during gameplay. While these adjustments indicate the NHL’s willingness to address concerns, it remains to be seen if they are enough to alleviate the dissatisfactions fans have expressed.
One specific concern raised by fans is the inclusion of moving elements in some ads, which has been disorienting for viewers. Wachtel acknowledges this issue but claims that such instances are infrequent and are limited to a few seconds. Nevertheless, the NHL is considering ways to improve the placement and timing of these ads in relation to the players and the puck on the ice. While adjustments may help mitigate some of the disorientation caused by these moving elements, it does not address the larger question of whether they are necessary or appropriate in the first place. Fans should have a say in whether the potential distractions caused by moving ads outweigh the benefits they bring.
Another criticism leveled against the DED technology is that the digital boards can make it difficult to track the puck during the game. Wachtel quickly dismisses this concern, suggesting that those who have trouble following the puck already had difficulty doing so before the introduction of DED. However, it seems dismissive of the legitimate concerns raised by fans who feel that the puck can get lost or obscured behind the digital ads. The NHL should take these concerns seriously and explore potential solutions to ensure that the puck remains visible and that the game can be followed without unnecessary distractions.
Future Innovations and Promotional Opportunities
Despite the criticisms, the NHL remains optimistic about the future of DED technology. They plan to introduce innovations in the 2023-24 season, including using the boards for team promotion, targeted promotion of upcoming games, and displaying real-time statistical information. While these advancements may bring additional benefits to viewers, the NHL should not lose sight of the primary purpose of the digital ads: providing sponsorship opportunities. It is essential that the league does not sacrifice the integrity and enjoyment of the game solely to maximize advertising revenue.
From a financial perspective, the NHL’s DED initiative has been deemed a success. SponsorUnited reported a 21% increase in sponsorship revenue year-over-year, and 700 brands were involved with the DED. However, it is important to remember that financial success should not be the sole metric for evaluating the impact of a technology on the fan experience. The NHL must prioritize the satisfaction and enjoyment of their fans above all else.
The NHL’s digitally enhanced dasherboards have garnered mixed reviews from fans. While the league claims that the majority of viewers are comfortable with the technology and even find it improves their viewing experience, it is important to critically analyze these assertions. By prioritizing and addressing the valid concerns raised by fans, the NHL can ensure that the DED technology truly enhances the game for all viewers. As the league moves forward with future innovations, they must strike a careful balance between maximizing advertising revenue and preserving the integrity and enjoyment of the sport.
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