Arbitron Study Looks At NHL Radio Ratings

Ratings

ARBITRON released its analysis of radio coverage of NHL hockey in the wake of the increased interest in the recently-concluded STANLEY CUP Finals won by the CHICAGO BLACKHAWKS in dramatic fashion, and the statistics show that the average game cume audience (persons 6+) leader is the BLACKHAWKS on TRIBUNE Talk WGN-A/CHICAGO (129.800), but the PITTSBURGH PENGUINS on CLEAR CHANNEL Alternative WXDX (105.9 THE X)/PITTSBURGH are second with 71,800 and a runaway leader in AQH share for Men 25-54 with a whopping 33.3. 

The STANLEY CUP runners-up BOSTON BRUINS finished third in cume on CBS RADIO Sports WBZ-F (98.5 THE SPORTS HUB)/BOSTON (72.900), followed by the PHILADELPHIA FLYERS (51.500 on GREATER MEDIA Sports WPEN-F (97.5 THE FANATIC)/PHILADELPHIA and ST. LOUIS BLUES (51.200 on CBS RADIO Talk KMOX-A/ST. LOUIS).  Following the PENGUINS in share rankings were the BLUES (12.6), BLACKHAWKS (12.2), BRUINS (11.7), and MINNESOTA WILD (10.0 on CLEAR CHANNEL Sports KFXN-F (KFAN)/MINNEAPOLIS).

Among interesting situations in the league, the NEW YORK ISLANDERS, winding down their tenure in NASSAU COUNTY en route to their projected move to BROOKLYN's BARCLAYS CENTER, were dead last in both share (0.1) and cume (2.000), possibly explained by the games airing on HOFSTRA UNIVERSITY noncommercial Variety WRHU/HEMPSTEAD, NY, a 470-watt student-staffed (and often award-winning) station the signal of which is limited outside NASSAU.  In-market rivalries play out with the expected leaders but closer than might be assumed, with the NEW YORK RANGERS (on ESPN Sports WEPN-F (ESPN NEW YORK 98.7 FM)/NEW YORK) slightly ahead of the NEW JERSEY DEVILS (on CBS RADIO Sports WFAN-A/NEW YORK) and the LOS ANGELES KINGS (on CLEAR CHANNEL Talk KTLK-A/LOS ANGELES) ahead of the ANAHEIM DUCKS (on LOS ANGELES ANGELS Sports KLAA-A (AM830)/ORANGE).

ARBITRON points out that NHL teams tend not to mention radio information on their websites, and that the shortened (due to the lockout) season appears to have improved ratings for most teams, attributed to the "every game counts" mystique and concentration on in-conference play with no travel to the other side of the continent.  The ratings service also pointed out how PITTSBURGH has a "hat trick" of success with a strong FM Alternative-format flagship, winning on the ice, and a local heritage fan base.  The sport is strongest in the EAST and MIDWEST in markets like  ST. LOUIS, CHICAGO, BOSTON, MINNESOTA, PHILADELPHIA and DETROIT.   And playoffs deliver, typically, two to five times the average regular season audience.

The study did not include the Canadian teams -- MONTREAL CANADIENS, OTTAWA SENATORS, TORONTO MAPLE LEAFS, CALGARY FLAMES, WINNIPEG JETS, EDMONTON OILERS, and VANCOUVER CANUCKS -- and the BUFFALO SABRES, who play in a non-PPM market.

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