Will Record Television Ratings Be A Power Play For The NHL?

Four years ago, there was no ice for the Zamboni to re-surface, no amazing saves or goals to marvel at, and no Stanley Cup to lift.

The National Hockey League was closed for business during the entire 2004-05 season.

Once again, economics were the culprit and the relatively small but cult-like U.S. fan base were the victims.

However, during the work stoppage, several changes were integrated that have helped the league once again gain prominence.

Namely, a salary cap was mandated to protect management from itself, and address franchise money woes.  On the ice, skating and a free-flowing game were stressed.

As such, the "coolest game on earth" got a much-needed breath of fresh air.

The recently completed Stanley Cup playoffs and the Finals match-up between Pittsburgh and Detroit are perfect examples of how far the game has come in terms of attracting American fans in the aftermath of its imposed shutdown.

This spring Lord Stanley's cup has runneth-over with drama! 

In just the first two rounds there were five game-seven's and one overtime winner.  Furthermore, six of the 15 winners lost the first game, including Pittsburgh who twice rallied from 0-2 deficits.  It became impossible to predict a winner.

The emergence of young stars like Ovechkin, Malkin, Toews, Kane and, Sidney Crosby (the first draft pick after the work stoppage) have all played a part in the revival of the sport.  Along with the return of some of the game's original six franchises to the postseason.

Throughout the regular season and playoffs, television ratings were up—in some cases for the first time in 15 years—with the Penguins game-seven cup-clincher attracting nine million U.S. viewers during the riveting final minutes.

However, the NHL has been here before.

The most notable time was 1994 when the New York Rangers won their first championship in 54 years.  However, a partial work-stoppage spoiled any momentum, and there's been a steady audience decline since.

This time commissioner Gary Bettman is not threatened by labor strife, but there are other factors that can ice any chances of success.

At the forefront is the economic viability of some American franchises and a Canadian push to seize those troubled organizations—witness Canadian billionaire Jim Balsillie's recent coup to extract the Phoenix Coyotes to Hamilton, Ontario after failed attempts in purchasing the Nashville Predators and Pittsburgh Penguins.

As well, all season long there was talk of serious financial concerns for not just the Coyotes, but the Atlanta Thrashers, New York Islanders, Tampa Bay Lightning, and Florida Panthers.

For the most part we have parity, but bad ownership decisions can't be overlooked, and it appears that hockey-crazed Canada will eventually get another team just as a result of smart economics.  So, what will that do to U.S. interest if one year we have an all Canadian Finals?

In Bettman's favor is the redemptive rise of the Penguins, who just a few years ago were considering leaving the city. 

After it's all said and done the product on the ice and the ability to effectively market it is what will really make the recent ratings increase remain consistent.

Additionally, the next Winter Olympics will showcase the world's best hockey players in what may very well be the best international hockey tournament ever.

So, here's hoping that Mr. Bettman takes advantage of the latest record-interest in his product by landing a lucrative television contract with a network that has the ability to market the game to a larger audience.