LATEST | NHL states digital board ads make hockey a 'better viewing experience': Open to change

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Cooper Godin
September 14, 2023 (8:38)

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The National Hockey League introduced digital board ads during the 2022-23 season, but quickly garnered backlash from fans for multiple reasons.

Some fans said that the boards were distracting while trying to watch the action and at times, they glitched, as can be seen in the image above, where the digital ads covered the players in a puck battle along the boards.

But NHL chief business officer Keith Wachtel says that it's a small minority that have criticism about the digital board ads and that the league believes it's a better viewing experience and makes hockey easier to watch.

"It was certainly the vocal minority. There's plenty of folks that think it's a much better viewing experience to watch the game," said Keith Wachtel.

He added, "The overwhelming sentiment was that the cleanliness of the boards is less jarring for the viewership. That it blends in more. Other than when [the ads] might change where people notice it, the prevailing thought is that they're kind of in the background,"

It's safe to say that a lot more than just a small minority aren't a fan of the digital board ads and changes are needed to make it a better viewing experience for the hockey world.

Wachtel went on to add that fans will enjoy the digital board ads more going forward and that it needs a little bit more time to perfect things, but it should be better for Year 2.

"I just think it needs a little bit more time. We have a full year under our belt. I think the experience will continue to get better and better," Wachtel said. "Some of those fans that might not like [the DED] as much will start gravitating towards it because they're going to start to see some really cool things throughout the broadcast that will enhance the viewing experience even more than what we think we currently have."

What are your thoughts on the digital board ads? Let us know your thoughts in the poll below!

The NHL has heard your criticisms about their Digitally Enhanced Dasherboards after Year 1. They're considering some changes ... but rejecting other fan gripes.

My story on where this lucrative tech is headed this season and beyond. https://t.co/sIvIFLwdyC� Greg Wyshynski (@wyshynski) September 13, 2023