I’m sorry, hockey fans, but the NHL’s digital board ads are likely here to stay.
Starting this past season, the NHL introduced new technology that enhances the boards around the rink to display different digital ads targeted to the specific market the game is being watched in. While a boon for advertisers everywhere, hockey fans vehemently hate the new digital board ads with a fiery passion.
It’s not hard to see why either. When working, the digital ads are distracting at best, but oftentimes are a glitchy, unwatchable mess when they’re at their worst. And given it’s the NHL, the worst is what often comes to pass.
These new NHL digital ads are wild pic.twitter.com/uN6InE68Zr
— Brady Trettenero (@BradyTrett) October 13, 2022
On Tuesday, hockey fans got quite the surprise when ESPN writer Greg Wyshynski posted that the NHL’s digital board ads — officially titled Digitally Enhanced Dasher Boards — have been nominated for a 2023 Sports Emmy Award.
The NHL's Digitally Enhanced Dasher Boards were nominated for a 2023 Sports Emmy Award. pic.twitter.com/mmBUHZAe4L
— Greg Wyshynski (@wyshynski) April 11, 2023
Yes, really, this is what qualifies as Sports Emmy nomination material now. Hockey fans could not believe the NHL’s highly hated digital board ads have been nominated for a Sports Emmy.
I dont know i watch players disappear into them nightly https://t.co/u37b5dXNnO
— Brian Fisher (@BrianFisherWWJ) April 11, 2023
Distracting, unnecessary, loathed by most fans but loved by sponsors and the owners that get paid – the only people who matter. https://t.co/5HBNsg9qcU
— Scotty Hockey (@ScottyHockey) April 11, 2023
Digitally replacing board imagery in live broadcasts may be a technically impressive feat, but it's the worst thing to happen to hockey television since the FoxTrax puck trails in the 90s. https://t.co/Yj0mAtisNk
— Jason Kurylo — Sláva Ukrayíni! (@PuckedInTheHead) April 11, 2023
Horrific news https://t.co/VBRQ5MaCg7
— Sam, Leaving Colorado Arc (@Elessar010) April 11, 2023
Herein lies the solution: Nickelodeon Slime NHL Boards https://t.co/J6og2K8M1K
— Jesse Spector (@jessespector) April 11, 2023
Yeah, they "technically achieved" making players heads disappear into the boards mid-play https://t.co/TsgHUTMjMD
— Spencer Blake (@spencerdjblake) April 11, 2023
Maybe Digitally Enhanced Dasher Boards means something else. https://t.co/lzJxVCTNxo
— Greg Kaplan (@BlueshirtsBreak) April 11, 2023
— Alison (@AlisonL) April 11, 2023
Let's get the Digitally Enhanced Dasher Boards the EGOT! https://t.co/cuBRblgnCe
— Pleated jorts (@flavortwnmarket) April 11, 2023
Was it for making hockey players disappear mid play? Or teleporting across the ice? https://t.co/hCz8tal3KB
— Deb (@deb_or_ah_m) April 11, 2023
