Regular season audiences in 2007-08 were up 11 per cent overall and up 33 per cent in the male 18-49 year old demographic.
The increase in audiences was significantly boosted by the audience for one match – the January 1 ‘Winter Classic’ outdoor game between the Pittsburgh Penguins and the Buffalo Sabres in Buffalo had the best US rating for a regular season NHL game for more than a decade.
NHL were keen to continue the partnership as it gives it a national presence on a broadcast network. NBC benefit by receiving popular sports content without the cost of a rights fee. The league and network have been sharing revenue and expenses under the deal.
