NEW YORK (AP) - The NHL capped last season with its best television rating for a game in 36 years.
League officials think they can do even better.
That conviction will help guide the NHL’s negotiations for its next TV contracts. Deals with NBC and Versus expire after this season.
“A lot of it has to do with getting the exposure, getting the word out,” John Collins, the NHL’s chief operating officer, said before this season. “People can talk about how great the finals were _ and they were _ and how great it was to have Chicago and Philly.
“While people really came to the Flyers’ story and it really began to resonate with them, they didn’t get to it until pretty late in the playoffs. We look at it and we’re saying, ‘How much bigger could this thing be?’”
There’s no question that Game 6 of the Stanley Cup finals put together many of the ingredients that make a big TV rating. It had two large markets in Chicago and Philadelphia engrossed in their teams’ playoff runs; franchises with enough tradition to draw fans in other cities; the recognizable names of rising stars; and a series that went deep.
Beyond the simple goal of generating more money from its next contracts, the league faces the question of how to best grow the game. At a recent media gathering to discuss the upcoming HBO reality series centered on the Winter Classic _ another sign of the NHL’s burgeoning appeal _ Collins made clear he believes the league has been held back by a lack of exposure.
“I don’t think it’s a big secret we’re in the last year of our U.S. agreements, and we have this year to sit down with our current partners and figure out how we can improve all that,” Collins said. “That will be one of the things we want to talk about: How do we take our marquee events, particularly the Stanley Cup playoffs, and make them even bigger?”
Such talk was unimaginable when NHL was starting its relationships with NBC and Versus. The league was coming off the devastating lockout that wiped out the 2004-05 season, and ratings were minuscule when hockey returned.
Ratings have bounced back to match _ and even exceed _ pre-lockout levels. The numbers are all relative, of course: the NHL still falls short of baseball and basketball. But the league clearly has far more leverage than it did when it signed a deal just before the lockout in which NBC paid no fees for the broadcasting rights but instead shared advertising revenues.
“We have a great partnership with the NHL. It’s a terrific product,” NBC Sports president Ken Schanzer said. “We are proud to have broadcast some of the most-watched games in NHL and hockey history in recent years and would love to see our relationship continue in the future.”
NBC will televise the Winter Classic, nine additional regular-season games, some weekend playoff matchups and up to five games of the Stanley Cup finals this season. Versus is scheduled to air 79 regular-season games and the remainder of the playoffs.View Entire Story
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