Gary Bettman made headlines this week when he defended the league’s foray into digital board ads. While many fans have complained that the animated ads are distracting and often glitchy, Bettman pushed back on the subject, calling it a “non-issue” and insisting that the league’s internal polling proves that fans actually find games more watchable with the new ads.
That struck many of us as odd. Sure, some fans don’t mind the board ads and everyone understands the desire for more revenue, but it’s hard to imagine how they’d made the game-watching experience better. But Bettman says he has the polling to back it up. Will he show us the numbers? No he will not, but when has he ever given you a reason not to trust him?
In an effort to turn this controversy into a teachable moment, I had my spies at the NHL head office infiltrate the market research department. They were able to smuggle out a list of Gary Bettman’s tips for keeping your finger on the pulse of your fan base.
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