At the risk of getting project legacy mad at me again - we saw TSN digitally place the Argos logo on the field for at least one of the games from BMO Field that would be there from certain camera angles - but the logo would not be there from other angles and we would see the actual green grass. We’ve seen some hockey broadcasts digitally place ads on the end or side glass on some local broadcasts. Sportsnet does it in various ways on Jays telecasts.
If you happen to check out any of the World Cup of Hockey check out how extensive this digital ad trend is being taken on live sports broadcasts.
When using the main game camera - the boards around the entire rink are featuring rotating ads for one company. So the entire boards around the entire rink is covered with a digitally placed ad for one company. Even though when they go to other camera angles you can clearly see the actual ads on the boards are multiple companies’ ads - the same as always.
I’m guessing this sort of thing will become a part of CFL telecasts too. Indeed maybe that Argos logo was a bit of a test run. Maybe a certain company sponsoring the endzones or somebody like redtag.ca sponsoring the Red Zone and their ads suddenly appear inside the 20 when a team is threatening to score? Or they could even target the ads differently on their regional channels. So people watching on TSN1 and TSN3 (the main TSN channels out west) might get a Safeway ad on the field whereas those of us watching TSN4 or TSN5 in Ontario east get something different.
It really is amazing what they can do with this stuff. I really had to do a doubletake watching the hockey game tonight.
These images are taken from an article in the USA discussing the increased use of digital ads on live sports broadcasts - so hence the ESPN graphics.
What the boards really look like - various different ads on the boards.
What the boards look like during play from the main game camera
If the CFL and TSN are looking for new or additional revenue streams - this is an obvious one. (I’m sure Bobo with his graphic skills could come up with some creative possiblities. )