The NHL’s digitally enhanced dasherboards (DED) have been the subject of fan criticisms since their debut season. The DED technology allows for the replacement of camera-visible arena ads with digital ads on local, national, and international broadcasts. While some viewers have grown comfortable with the digital ad boards, there have been concerns regarding technical glitches, artificiality, and the way moving advertisements detract from the game. In response to these criticisms, the NHL is considering changes to improve the viewer experience and address the feedback received.
During the first year of the DED technology, fans expressed various criticisms, ranging from technical issues to the disruptive nature of the ads. One common complaint was that some moving advertisements detracted from the ongoing play, causing disorientation for viewers. The NHL acknowledges these critiques and is contemplating changes to address these concerns. The league aims to enhance the viewing experience and create a more seamless integration of the ads into the broadcast.
To address the concerns raised during the debut season, the NHL made two changes to the DED technology in the 2022-23 season. The brightness of the ads was adjusted, and motion-blurring was applied to better blend the ads during gameplay. These changes were made using artificial intelligence rendering to improve the overall look of the ads from game to game. The NHL believes that these tweaks have significantly improved the viewing experience compared to the old static ads.
In terms of ads with moving elements, the NHL is continuously evaluating this aspect. While there have been occasional moments that caused disorientation, the league aims to strike a balance in terms of motion and placement of these ads. There are currently no major changes planned, but the NHL is exploring ways to optimize the appearance of these ads relative to the players and the puck on the ice.
Despite the criticisms, the NHL believes that the majority of viewers have found the DED technology to be an improvement in terms of the overall viewing experience. Many fans appreciate the cleaner look of the digital boards, which blend in more seamlessly with the game. The NHL remains committed to refining the technology and ensuring that the viewing experience is as optimal as possible. With a full year of implementation, the league anticipates that fans will continue to embrace the technology as they discover new features and enhancements throughout the broadcast.
While the primary function of the DED system is to overlay advertisements on the boards, the NHL has plans to expand its functionality. In the 2023-24 season, national broadcasts will feature graphics on the DEDs to promote the teams playing in the game. This addition aims to make the game feel bigger and increase excitement. Moreover, during breaks, targeted promotions of upcoming games will be displayed on the boards with accompanying voiceovers from announcers. Additionally, the DEDs will come to life during overtime or shootouts, announcing the participating players.
Looking further ahead, the NHL hopes to use the boards for real-time statistical information and goal celebrations. The challenge lies in coordinating with broadcasters to capture these celebrations while also showcasing the digital replacements for the ads. The league recognizes the importance of capturing the enthusiasm and excitement of goal celebrations while still utilizing the DED technology effectively.
From a financial perspective, the NHL’s DED initiative has proven to be successful. SponsorUnited, a sports sponsorship data tracker, reported a 21% increase in sponsorship revenue year-over-year for the NHL, with approximately 700 brands involved in the DED. The league has become a leader in virtual signage assets in televised sports, with close to 90% of all assets tracked by SponsorUnited.
With the success of the first year, the NHL is making small but exciting changes for the second year of the DED technology. These changes aim to address the fan criticisms and enhance the overall viewing experience. The league remains committed to refining the technology and incorporating new features to keep fans engaged and excited.
The NHL’s digitally enhanced dasherboards have faced criticisms from fans during their debut season. While the league acknowledges these concerns, it also believes that most viewers have grown comfortable with the digital ad boards and appreciate the improvements in the overall viewing experience. The NHL has made adjustments to the technology and continues to explore ways to optimize the appearance of the ads. Furthermore, the league has plans to expand the functionality of the DEDs to enhance the excitement and engagement for fans. With a successful first year and promising future improvements, the NHL’s DEDs are poised to continue evolving and enhancing the way hockey fans experience the game.
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