Kukla's Korner Hockey
by Paul on 03/31/08 at 11:20 AM ET
via SportsBusiness Journal (paid sub.),
In one of its boldest moves yet to build corporate support around its television broadcasts, the NHL will test virtual advertising for the first time during the Stanley Cup playoff broadcasts on its national TV partners.
In another first, the league also will put postseason logos on the ice during the playoffs.
The virtual advertising plan, which still has to be approved by Commissioner Gary Bettman and team owners, is patterned after the same type of advertising behind home plate during televised baseball games.
Hockey’s version will superimpose ads on the glass above dasherboards that protect spectators. The ads, which will not be visible in the arena, will not affect camera angles or live TV shots.
Neither the league nor the networks have pitched the new inventory to ad buyers yet, but they plan to test the concept during this year’s postseason, which begins next week. If everything goes well, NBC, Versus and regional sports networks will use virtual ads for their telecasts next season.
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Paul Kukla founded Kukla’s Korner in 2005 and the site has since become the must-read site on the ‘net for all the latest happenings around the NHL.
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