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St. Louis Blues set NHL merchandise, ratings records after Stanley Cup glory

The St. Louis Blues and key league business partners are reaping immediate commercial rewards after lifting the Stanley Cup for the first time in franchise history on Wednesday evening.

The NHL team defeated the Boston Bruins Wednesday night 4-1 at TD Garden in the decisive Game 7 of the Finals to secure their inaugural title since being founded in 1967. The Blues’ 52-year wait for their first NHL championship was the longest in league history.

According to Bloomberg, sales of the Blues’ championship apparel and memorabilia broke the league sales record for the 12-hour period after winning a title. As measured by Fanatics, the largest retailer of NHL merchandise, the Blues’ merchandise sales were 10 per cent higher than those of last year’s champions, the Washington Capitals, who previously held the record.

The Blues’ victory also led to record TV audiences. The game delivered a 6.2 overnight rating on NBC, the highest such number for an NHL game on any US network since tracking of overnight ratings began in 1994, and averaged a Total Audience Delivery (TAD) of 8.914 million. That TAD number marked the most-watched NHL game on record, and it also was the most-streamed NHL game ever with an average minute audience digitally of 191,500 viewers.

Locally, the game gained a 41.8 rating, highest ever in St. Louis for a Blues game and exceeding the mark there for this year’s Super Bowl between the Los Angeles Rams (who previously played in St. Louis) and the New England Patriots, which delivered a 39.8 rating.