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The NHL is considering changes to its digitally enhanced dasherboards (DED) after fan criticisms during their debut season.

DED technology allows for the digital replacement of camera-visible arena ads on local, national and international broadcasts. The digital boards allow broadcasts to constantly change which advertisers appear. Ads are sold like commercials, with brands buying 30-second increments, based on the game clock.

The digital ads faced criticism from fans during the first year for everything from technical glitches to disruptive artificiality to the way some moving advertisements detracted from ongoing play.

While the NHL is contemplating some of those critiques, the league said it believes most viewers have grown comfortable with the digital ad boards. The NHL said it has heard feedback that the technology actually makes hockey easier to watch on television.

“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, the NHL’s chief business officer and executive vice president of global partnerships.

“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,” he said.

Wachtel confirmed that the NHL made two changes to the technology during the 2022-23 season: tweaking the brightness of the ads and applying some motion-blurring to them so they would better blend in during play.

He said the system uses artificial intelligence rendering to improve the look of the ads from game to game.

“We were able to do some things that we thought would enhance the viewing of the game. We still think that the viewing of the broadcast with DED is significantly better than the old static [ads] way,” Wachtel said. “We continue to tweak it so that we make sure the viewing experience is as optimal as we can make it.”

One of those tweaks might involve ads that include moving elements, which some fans found disorienting.

“Yes, there is the occasional funny meme of the car going one way and the player skating another way. Very infrequent, when you look at the totality of how many ads are running. We limit [the movement] to a few seconds,” Wachtel said. “What we are doing, though, is continuing to look at what the motion is. At this point, we’re not making any big changes, but we are looking at ways to perhaps tweak it — to look at where and how these ads appear versus where the players and the puck might be at that moment on the ice.”

The NHL is less concerned with fans who claim that the digital boards “swallow up” the puck.

“The puck getting lost really doesn’t happen. I mean, you’re talking about 2,000-plus [feeds] and there can always be an issue with any technology, but that was really infrequent,” Wachtel said. “I would venture to say that those that had trouble following the puck have trouble following the puck to begin with.”

Overall, he believes fans will continue to feel more comfortable with the technology.

“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.”

While overlaying other advertisements on the boards will be its primary function, the DED system eventually will allow broadcasts to use the boards for other special effects.

There are innovations planned for the 2023-24 season. On national broadcasts, the DEDs will be emblazoned with a graphic that promotes the teams you’re about to watch. “It makes the game feel bigger,” Wachtel said.

Coming out of breaks, the boards will be used for more targeted promotion of upcoming games coupled with an announcer voiceover. The boards will also come to life when the game goes to overtime or a shootout.

Down the line, the hope is to use the boards to announce who’s participating in the shootout — remember that advertising inventory for overtime and the shootout isn’t always sold.

“We’ll use those boards as creative elements for those important times of the game,” Wachtel said.

In the near future, the boards will light up at the end of the game in celebration of the winning team. The NHL also expects to eventually use the boards to convey real-time statistical information.

One innovation the NHL already tested at last year’s All-Star Game was using the boards to enhance goal celebrations. The challenge now is the way the game is shot for television. What usually happens after a goal is scored is that the camera cuts directly to the player celebrating, which means the shot will have the ads featured in the arena rather than their digital replacements.

“We would need to work with the broadcaster to hold on that main game camera for a little bit longer,” Wachtel said. “The problem with that is you miss some great enthusiasm and excitement and celebrations, which are really important for our game.”

One of the biggest innovations this season for the DED initiative is having a world feed for every game. On Saturdays and other “game of the week” nights, the NHL is creating four different international feeds where digital ads can be sold: The world feed, a Czech and Slovak feed, a Nordic feed and Commonwealth of Independent States feed.

That additional ad space will build on what Wachtel called an “unbelievably successful first year” from a financial perspective.

SponsorUnited, which tracks sports sponsorship data, reported in June the NHL experienced a 21% increase in sponsorship revenue year-over-year and that 700 brands were involved with the DED.

Wachtel said that, in total, 12,000 pieces of creative were built in the NHL’s hub for the digital boards. SponsorUnited found that the NHL had “eclipsed all other leagues with close to 90%” of all virtual signage assets in televised sports.

The league uses MVP Index to track the amount of time the ads are displayed during games and during highlights distributed on social media.

“All in all, it was very successful Year 1, for which we’re making some small, but we think exciting, changes for Year 2,” Wachtel said.

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CFP doesn’t rule out ‘tweaks’ to format for 2025

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CFP doesn't rule out 'tweaks' to format for 2025

ATLANTA — No major decisions were made regarding the future format of the 12-team College Football Playoff on Sunday, but “tweaks” to the 2025 season haven’t been ruled out, CFP executive director Rich Clark said.

Sunday’s annual meeting of the FBS commissioners and the presidents and chancellors who control the playoff wasn’t expected to produce any immediate course of action, but it was the first time that people with the power to change the playoff met in person to begin a review of the historic expanded bracket.

Clark said the group talked about “a lot of really important issues,” but the meeting at the Signia by Hilton set the stage for bigger decisions that need to be made “very soon.”

Commissioners would have to unanimously agree upon any changes to the 12-team format to implement them for the 2025 season.

“I would say it’s possible, but I don’t know if it’s going to happen or not,” Clark said on the eve of the College Football Playoff National Championship game between Ohio State and Notre Dame. “There’s probably some things that could happen in short order that might be tweaks to the 2025 season, but we haven’t determined that yet.”

A source with knowledge of the conversations said nobody at this time was pushing hard for a 14-team bracket, and there wasn’t an in-depth discussion of the seeding process, but talks were held about the value of having the four highest-ranked conference champions earn first-round byes.

Ultimately, the 11 presidents and chancellors who comprise the CFP’s board of managers will vote on any changes, and some university leaders said they liked rewarding those conference champions with byes because of the emphasis it placed on conference title games.

Mississippi State president Mark Keenum, the chair of the board of managers, said they didn’t talk about “what-ifs,” but they have tasked the commissioners to produce a plan for future governance and the format for 2026 and beyond.

Starting in 2026, any changes will no longer require unanimous approval, and the Big Ten and the SEC will have the bulk of control over the format — a power that was granted during the past CFP contract negotiation. The commissioners will again meet in person at their annual April meeting in Las Colinas, Texas, and the presidents and chancellors will have a videoconference or phone call on May 6.

“We’re extremely happy with where we are now,” Keenum said. “We’re looking towards the new contract, which is already in place with ESPN, our media provider, for the next six years through 2032. We’ve got to make that transition from the current structure that we’re in to the new structure we’ll have.”

Following Sunday’s meeting, sources continued to express skepticism that there will be unanimous agreement to make any significant changes for the 2025 season, but a more thorough review will continue in the following months.

“The commissioners and our athletic director from Notre Dame will look at everything across the board,” Clark said. “We’re going to tee them up so that they could really have a thorough look at the playoff looking back after this championship game is done … and then look back and figure out what is it that we need.”

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ACC will weigh changes to conference title game

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ACC will weigh changes to conference title game

ATLANTA — ACC commissioner Jim Phillips said Sunday that the league will have conversations among coaches and athletic directors about whether to make changes to its conference championship game format.

The conversations are a result of the expanded 12-team College Football Playoff, and ensuring conference champions and the teams that play in conference championship game remain important.

This past season, SMU entered the ACC championship game as the regular-season champion but lost to Clemson in the ACC title game and had to sweat it out before selection day before earning a spot in the 12-team field.

Phillips said the ACC could consider giving its regular-season champion a bye, and have the teams that finish second or third in the league standings play in the ACC championship game.

He said another possibility is having the top 4 teams play on the final weekend of the regular season: first place versus fourth place, and second place vs. third place, with the winners playing the following weekend in the ACC championship game.

Phillips said he will have conversations with league head coaches on a conference call next week to get their feedback on the plan — specifically pointing to comments SMU coach Rhett Lashlee made leading up to the game in which he indicated the Mustangs might be better off not playing to protect its spot in the field.

Phillips also said these conversations will continue at the league’s winter meetings next month in Charlotte, North Carolina, and he has mentioned this is a topic among league athletics directors.

“The conference championship games are important, as long as we make them important, right?” Phillips said. “Do you play two versus three? You go through the regular season and whoever wins the regular season, just park them to the side, and then you play the second-place team versus the third-place team in your championship game. So you have a regular-season champion, and then you have a conference tournament or postseason champion.

“That’s one of the options, depending on how you treat the conference champions, or that championship game, you may want to do it different.

“I have alluded to that in some of our every-other-week-AD calls, and these are some of the things moving forward. We want to have a recap of the regular season, postseason, and what do we think moving forward?”

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Amid angry fans, CEO says Pirates won’t be sold

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Amid angry fans, CEO says Pirates won't be sold

Pittsburgh Pirates CEO Travis Williams said the organization is committed to winning but declared to frustrated fans that owner Bob Nutting will not sell the team.

Williams addressed fans’ frustration over Nutting’s ownership Saturday during a Q&A session at the Pirates’ annual offseason fan fest.

As Williams was responding to the first question, one fan in attendance shouted, “Sell the team,” prompting some applause from the audience. At that point, several fans started chanting, “Sell the team!”

Greg Brown, the Pirates’ longtime television play-by-play announcer, asked the fans to stop the chant and to “be respectful.” Another fan then asked Williams, who was seated next to Pirates general manager Ben Cherington and manager Derek Shelton, why Nutting was not in attendance.

“We know, at the end of the day, this is all passion that has turned into frustration relative to winning,” Williams said, according to the Pittsburgh Post-Gazette. “I think the points that you are making in terms of ‘Where is Bob?’ That’s why he has us here, we’re here to execute and make sure that we win.”

Williams added that Nutting, who has owned the Pirates since 2018, was scheduled to attend the event and interact with fans at some point later Saturday.

“To answer your immediate question that you said earlier, Bob is not going to sell the team,” Williams said. “He cares about Pittsburgh, he cares about winning, he cares about us putting a winning product on the field, and we’re working towards that every day.”

Nutting has been widely criticized by fans and local media in recent years as the Pirates have toiled at or near the bottom of the National League Central standings.

The Pirates went 76-86 last season en route to their fourth last-place finish in the past six seasons. They have not finished with a winning record since 2018, have not reached the playoffs since 2015 and have just three postseason appearances since 1992.

“We know that there is frustration, frustration because we are not winning, with the expectations of winning,” Williams said. “At the end of the day, that’s not due to lack of commitment to want to win.”

Spurred by the arrival of ace pitcher Paul Skenes, the reigning NL Rookie of the Year, the Pirates were 55-52 at the trade deadline last season before a 21-34 free fall through the final two months dropped Pittsburgh to last in the NL Central.

“We can just look at last year,” Williams said. “It was a big positive going through the middle of the season, we were going into August two games above .500, but unfortunately we had a tough run in August and that tough run in August took us out of the hunt for the wild card. … From myself to Ben to Derek to lots of other people that are here today and throughout the entire organization, but that’s not for a lack of commitment or desire to win whatsoever.

“That’s from the top all the way down to the bottom of the organization. We are absolutely committed to win; what we need to do is find a way to win.”

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