Report overview
The 2025–2026 NHL DED Report is a comprehensive analysis of Digitally Enhanced Dasherboard performance across all 21 of Trajektory's NHL team partners. This season was a record-breaker: $890.5M USD in total DED value and 2,782 hours of branded exposure tracked across U.S. and Canadian broadcast feeds. It shows how intentional teams and brands have become about maximizing visibility, value, and regional impact.
- ▹$890.5M in total DED value across 21 NHL team partners this season.
- ▹Canadian viewership added $366.9M, invisible to any platform that tracks U.S. feeds alone.
- ▹Full Takeovers rose to 28% of rotations as teams shift toward fewer partners with higher-impact placements.
- ▹Partner satisfaction with reporting jumped from 72% to 94% for teams using Trajektory.
DED season value overview
The headline numbers, straight from the report.
DEDs can be hyper-targeted to specific audiences, so regional brands can focus locally while national brands expand reach. Trajektory tracks all three digital zones (DED, Slot Virtual and Glass Virtual) across both U.S. and Canadian feeds, so no exposure or value goes unaccounted for.
Ad-format usage & exposure
How brands showed up on the ice, and how much on-screen time they actually earned.
Ad formats, % of rotations (2025–2026)
Average actual exposure per 30-second rotation
The growing preference for Full Takeovers, the highest-impact and most creative execution, signals teams shifting to fewer partners with more prominent placements. Trajektory calls the ratio of actual to programmed on-screen time the "Exposure Ratio," a reliable benchmark for forecasting asset delivery in DED contracts.
Who led the league
Top performers by DED value this season (NHL average customer view).
| Rank | Top teams | Value (USD) |
|---|---|---|
| 1 | Toronto Maple Leafs | $187.5M |
| 2 | Boston Bruins | $74.4M |
| 3 | Edmonton Oilers | $63.9M |
| 4 | Vancouver Canucks | $51.0M |
| 5 | Pittsburgh Penguins | $49.3M |
| Rank | Top brands | Value (USD) |
|---|---|---|
| 1 | Rogers Wireless | $16.8M |
| 2 | Enterprise | $14.6M |
| 3 | Tim Hortons | $13.3M |
| 4 | Ticketmaster | $12.5M |
| 5 | FanDuel | $11.7M |
Top Canadian-feed performers this season: Bruins ($8.5M), Penguins ($6.9M), Panthers ($4.3M), Blackhawks ($3.3M) and Devils ($2.8M). Without Canadian viewership data, brands and teams risk significantly underreporting total value.
Get the full report
Full U.S. & Canadian brand leaderboards, all 21 team rankings, zone-by-zone valuation and complete methodology.
| Rank | Brand | Partner value (USD) | YoY |
|---|---|---|---|
| 1 | Rogers Wireless | $13.2M | – |
| 2 | Enterprise | $10.8M | ↑3 |
| 3 | Tim Hortons | $10.8M | ↑7 |
| 4 | Ticketmaster | $9.2M | – |
| 5 | FanDuel | $8.1M | ↑NR |
| … top 10 U.S. brands + top 10 Canadian brands + all 21 teams | |||
Unlock the full report
The complete dataset, methodology and rankings, sent straight to your inbox.