NHL Up Big in Many Local TV Markets, Shows Growth Elsewhere in First Quarter

NEW YORK (December 6, 2011) – During the first quarter of the regular season, the National Hockey League (NHL) introduced a number of new initiatives, experienced record consumption across digital, broadcast and retail platforms while introducing a number of new initiatives and securing a number of agreements with new and existing corporate partners.

 

“We are continuing to offer new and enhanced ways for our fans to engage, consume and interact with NHL hockey,” said John Collins, NHL chief operating officer. “It is this consistent emphasis on innovation and productive partnerships that has sustained the growth and momentum the League has been experiencing over the past six years.”

 

Fan Demand for Digital Content Continues to Grow

Regardless of outlet, NHL fans continue to demonstrate an increasing appetite for everything NHL through digital platforms. This season’s digital highlights include:

 

NHL.com

 

· Through the first two months of the NHL season, Unique Visitors (UVs) to NHL.com are up 17 percent over last season’s record numbers; video starts have increased 45 percent; page views are up 8 percent and articles read are up 27 percent.

 

· In November, monthly UVs were up 26 percent and video starts were up 44 percent year-over-year.

 

· In November, UVs were up 33 percent in the U.S. and up 11 percent in Canada; UV’s from outside North America were up 42 percent – including a remarkable increase in the Czech Republic (+255 percent).

 

NHL Mobile

 

· Through November, NHL Mobile web saw page views increase 93 percent year-over-year with Canada up 73 percent, the U.S. up 39 percent and outside of North America up 357 percent. Time spent on NHL mobile has increased by 83 percent.

 

· Total mobile page views account for 39 percent of total digital page views since start of season.

 

NHL Social

 

NHL fans continue to flock to social media platforms to consume content and participate in NHL conversations.

 

· Through November, the League experienced a 5.2 percent increase in its social communities (Twitter, Facebook and Foursquare.)

 

· Direct commerce orders driven by NHL social media properties were up 119 percent over last year.

 

NHL GameCenter LIVE

 

· As the League continues to serve fans’ demand through its premium streaming service NHL GameCenter LIVE, subscriptions for this product are up 113 percent season-to-date compared to the same time period last year.

 

 

First Quarter Filled With TV Ratings Highlights

 

Eleven local Regional Sports Networks experienced double- and triple-digit growth, including:

· Nashville (+200 percent)

· Carolina (+125 percent)

· Florida (+100 percent)

· Tampa Bay (+71 percent)

· Philadelphia (+60 percent)

· Boston (+57 percent)

· Minnesota (+53 percent)

· San Jose (+44 percent)

· Buffalo (+26 percent)

· Edmonton (+21 percent)

· New York Rangers (+14 percent)

 

Opening Weekend

VERSUS opened its seventh year of NHL coverage with the most-watched regular season game in the network’s history (874,000 viewers, up 20 percent over last year’s opening game) as the Philadelphia Flyers defeated the Boston Bruins, 2-1, on the night the Bruins raised their first Stanley Cup banner in 39 years.

 

CBC’s HOCKEY NIGHT IN CANADA attracted a record audience before the first puck drop of the season, as its opening-night pre-game show on Thursday, Oct. 6, drew nearly one million viewers (929,000) — a 66% increase over last season. Then, 1.935 million Canadians watched the classic season-opening match-up between the Montreal Canadiens and the Toronto Maple Leafs – beating last year’s opening-game mark of 1.923 million.

 

In all, 16 million Canadians — representing 47.7% of the total population, according to Nielsen/BBM Canada — watched all or part of a local or national NHL broadcast during Opening Weekend (Thu-Sun).

NHL Merch Experiences Record-Breaking Sales for Opening of Holiday Season

 

Coming off another successful Thanksgiving holiday shopping weekend with record sales at the NHL Powered by Reebok Store in New York City and online at Shop.NHL.com, merchandise sales online, in-arena and at retail locations have increased 15 percent year-to-date. Highlights of this growth include:

 

· Sales at the NHL Powered By Reebok Store in New York were up 48 percent for the opening holiday season compared with the three-day period last year and up 41 percent on Black Friday, Nov. 25

 

· On Dec. 3, the flagship store set a new one-day record in sales volume in its four-year history. The Dec. 3-4 weekend also broke previous records for two-day and weekend sales since the store’s opening in October 2007. Overall, sales for the month of November at the midtown destination increased 17 percent over November of last year.

 

· Shop.NHL.com, operated by e-commerce provider Fanatics, generated 23 percent more sales than last year during the four-day Thanksgiving holiday shopping weekend.

 

· Cyber Monday, Nov. 28, was the top-selling day in Shop.NHL.com history — up 61 percent from last year and besting the previous one-day sales record set after the Boston Bruins’ Game 7 victory to capture the 2011 Stanley Cup.

 

NHL Media Assets Secure New Marquee Talent

 

NHL Network/NHL.com

 

NHL Network and NHL.com have added several personalities to their rosters of talent since the start of the season, including:

 

 

· Barry Melrose, ESPN’s signature hockey voice for 18 years, is now serving as an NHL Network analyst at marquee League events, including the Bridgestone NHL Winter Classic, NHL All-Star, the Stanley Cup Final, NHL Awards and the NHL Entry Draft. Melrose is also contributing a blog – Melrose Minute – on NHL.com.

 

· Kathryn Tappen, a former studio host at the New England Sports Network (NESN), joined the NHL Network as a host of its signature show: NHL On the Fly. She also will co-host the network’s coverage at major NHL events.

· Jeremy Roenick, who played 18 seasons in the NHL and was inducted into the U.S. Hockey Hall of Fame in 2010, has created the World According to JR blog for NHL.com, lending his outspoken and candid voice to what is happening around the League.

 

· Melrose, Tappen and Roenick join returning contributor Kevin Weekes, the former NHL goaltender and current NHL On the Fly analyst, who is now featured four days a week on NHL.com with video and written entries with his Weekes on the Web column.

 

Corporate Partners Continue to Align with the NHL

 

In the past two months, four significant strategic corporate partnerships either were renewed or added to the NHL family:

 

· Discover renewed a multi-year sponsorship agreement as an Official Partner of the NHL® in the U.S. As part of this agreement, Discover secured the title sponsorship of the inaugural NHL on NBC broadcast on Thanksgiving Friday, known as the 2011 Discover NHL Thanksgiving Showdown™. Discover also participated in a co-branded float titled “Frozen Fall Fun” that made its debut in this year’s Macy’s Thanksgiving Day Parade®, promoting the Thanksgiving Friday game.

 

 

· Paramount Pictures entered into a strategic marketing partnership in support of MISSION: IMPOSSIBLE – GHOST PROTOCOL, the action-packed spy adventure starring Tom Cruise. As part of this partnership, the NHL, along with North American broadcast partners NBC, VERSUS, TSN, TSN2 and NHL Network, are promoting the film across its platforms, integrating the teamwork narrative central to the “Mission: Impossible” series into game broadcasts and online features.

 

· Tim Hortons, one of North America’s largest quick-service restaurant chains, became the title sponsor of this season’s NHL All-Star Game — deepening the company’s multi-year partnership as the Official Quick Service Coffee, Donut and Breakfast Restaurant of the NHL in Canada.

· Visa renewed as a proud sponsor of the NHL and NHLPA in Canada for an additional three years, continuing the designation of Visa as the Official Payment Card of the NHLPA and NHL in Canada.

 

NHL Original Productions

 

The NHL announced the creation of NHL Original Productions, an initiative that joins forces with renowned executive producer Ross Greenburg, through Ross Greenburg Productions, to create original, long- and short-form hockey programming for the League’s media assets and NBC Sports beginning this season.

 

 

NHL Broadens International Broadcast Distribution

 

With more than 25 percent of its players hailing from outside of North America, the NHL enjoys a significant demand from fans around the world. To serve these fans a number of distribution agreements were reached this season with international broadcasters throughout Europe, Asia, the Middle East and Africa. Most notable was the landmark distribution partnership between the NHL and MTG to provide live coverage of all 1,230 regular-season games and every Stanley Cup® Playoffs game throughout the Nordic region, including Sweden, Finland, Denmark and Norway. For a complete listing of international broadcast partners, click here.

 

NHL Launches Websites in Seven Different Languages

As part of a larger, cross-media strategy to better activate International fans of the NHL, the League has created the most relevant, country-specific NHL media experience for the Web by introducing NHL websites in Czech, Finnish, German, Russian, Slovak and Swedish at the start 2011-12 season. The League also launched an official website published in French (LNH.com) to serve the NHL’s passionate Francophone fanbase as a complement to the English-language NHL.com.

 

 

These innovations reflect the fact that more than 20 percent of the overall digital audience for NHL hockey comes from countries outside of North America, with six nations – Czech Republic, Germany, Finland, Slovakia, Sweden and Russia – representing 50 percent of the International digital audience. Each of these six countries experienced double- or triple-digit year-over-year growth for video starts on NHL.com last year, demonstrating the opportunity for native-language NHL Web sites.

 

What They’re Saying About the NHL

 

· [The NHL is in] “an innovative new era” Sports Illustrated.com, 11/23/11

 

· “The National Hockey League has never been on stronger ice in the United States.” Variety , 10/7/11

 

· “For Marketers, Media, Fans, NHL Brand Is Hot On Ice.” Big Lead Sports, 10/17/11

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About stevelepore
Steve Lepore is the Managing Editor of Puck the Media. His work has been featured in The Hockey News. Feel free to contact him at stevemlepore@gmail.com

8 Responses to NHL Up Big in Many Local TV Markets, Shows Growth Elsewhere in First Quarter

  1. dyhrdmet says:

    do you think it would help the growth in our market (greater NYC) if there weren’t so many nights in which at least 2 of the Rangers, Devils, and Islanders were all playing at the same time, and so many when none were playing?

  2. john says:

    no, we need something to make people see hockey behind there teams. the fans are there. its just there isn’t interest in other teams. if the nhl gets local fans to care nationally, then the nhl will be really strong

  3. Mike says:

    How did Philadelphia have such a big increase? They already have a one of the biggest viewer bases of American NHL teams, so a 60% increase would be 10s of thousands of new households. While the Flyers are certainly a popular team, that I am a fan of, it seems like a pretty extreme jump.

  4. Jack says:

    Is it me or does the national media overlook the NHL’s popularity in major Northeastern and Midwestern markets? Not to say the NHL is bigger than the NFL or MLB, but in Boston, Philadelphia, New York, Chicago, Detroit, and Washington D.C., the NHL is roughly just as popular (if not more) than the local NBA team.

    • Eddie says:

      I totally agree with you on that point.

      • Mike says:

        In markets with both, the NHL team is far more popular than the NBA in Philadelphia, DC, Detroit, Minnesota, New Jersey, and for obvious reasons, Toronto. It’s basically a tie with the more successful team on top in Boston, Chicago, and New York. The NBA is the more popular team in LA, Dallas, Miami, Denver (can’t explain it), and up to last year, Atlanta

        In greater New York, it’s pretty much Rangers/Knicks > Devils > Islanders > Nets
        in Southern California, it’s basically Lakers >>>>> Kings/Clippers/Ducks

        I also can’t figure out how Philly, with one of the top viewer bases already, managed a 60% increase. Not because I doubt they could do it, just that the math of it is tricky, that’s like 40,000 more households per game.

  5. moe says:

    do you know what that means in terms of viewer numbers or ratings

  6. Jack says:

    The Flyers generated a lot of buzz with the Carter/Richard trades and with the Bryzgalov and Jagr acquisitions. I believe the Flyers averaged around 70 HHs last season, so the numbers this year would be over 100 HHs with the 60% increase. Should also point out that the Winter Classic and 24/7 have generated a lot of buzz.

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