I don’t think casual fans care. I’ve never heard a casual fan bring ads up.
I just think hockey fans look for reasons to complain about the league.
There's a reason casual fans are considered
casual -- they generally care less about hockey and only show interest if their team is in a championship or if they score free tickets to a game with good seats.
Of course these type of "fans" don't bring up ads. They don't have a reference point or knew NHL hockey when it was a far better experience. They also don't obsess over the game and pay attention to all aspects. The NHL is nothing more than a quick, temporary distraction for them, once a week, if that.
These aren't the people the NHL, or any league, should be catering to. The
hockey fans who love the game, watch on TV and attend in person, buy the merch, and live and die with their teams are the type of fans the NHL should be catering to -- no different that any other business -- you always cater to your most loyal customers.
The NHLs alienation of the diehard fan doesn't even make sense from a true branding standpoint, which is why the league has been aggressively
seeding narratives since the lockout in 2004. The reality is the NHL bit off more than they could chew and now they're desperately trying to drain every possible penny out of advertisers and fans. More than any other pro sports league, the NHL needs to
reset the landscape at multiple levels.