The ads are virtual, but for some NHL fans, the irritation is real

Hockey fans have taken notice of the high-tech virtual ads being displayed league-wide on arena boards during NHL broadcasts this season.

The National Hockey League told CBC News that it's "pleased with the integration" of the new digitally enhanced dasherboards (DEDs), despite dealing with "a couple of technical glitches" along the way.

But the league may not be drawing the kind of attention it's seeking from DEDs — if some of the hot takes on social media are any indication.

Dear <a href="https://twitter.com/NHL?ref_src=twsrc%5Etfw">@NHL</a>, not only do I never buy things due to ads, but these digital ads are annoying and detract from the actual game. Enough

In short, not everyone is impressed with what they have seen on their screens.

"Once you notice it, it's really hard to un-notice," said Darcy Warrington, a Saskatoon hockey-watcher who has found the appearance of the new ads jarring.

Hey <a href="https://twitter.com/NHL?ref_src=twsrc%5Etfw">@NHL</a> &amp; <a href="https://twitter.com/Sportsnet?ref_src=twsrc%5Etfw">@Sportsnet</a>…I will pay extra money so the new fancy digital boards in NHL games are NOT viewable. If this was your plan, to make hockey hard to watch, it’s working. Almost makes me nauseous. <br><br>Please stop.

The ads are dynamic and can change rapidly during the broadcast — much to the chagrin of viewers at home like Warrington, who find the visual transitions distracting when play is on.

"Maybe I'll get used to it, but so far it's hard to watch," he said.

Michael Naraine, an associate professor of sport management at Brock University in St. Catharines, Ont., said he believes these types of ads are here to stay.

"Coming out of COVID, sport organizations are looking for new revenue streams to