February 1, 2023 4:16 pm ET
We are one season removed from ESPN and TNT taking over as the NHL’s primary national television providers and unfortunately, things aren’t all flowers and roses.
The 2022-23 NHL season is more than halfway over now. On Tuesday, it was revealed that national hockey ratings are down in the United States by 22 percent. According to Mark J. Burns of Morning Consult, the NHL’s average viewership has dropped from 478,000 to 373,000 this season, surely not something Gary Bettman wants to see on his 30th anniversary as league commissioner.
Though the move back to ESPN after 17 years should have rejuvenated interested in hockey, it seems as if fans’ interest is waning this season.
NHL U.S. TV national viewership is down 22% this season, per findings from @AustinKarp.
NHL regular games to date have averaged 373,000 viewers on ESPN/TNT, 2nd season of the league's 7-year pact with Disney & Turner.
NHL averaged 478,000 viewers at this point last season.
— Mark J. Burns (@markjburns88) February 1, 2023
There is some good news for the NHL, as Disney has reportedly sold out ad time for the upcoming All-Star Weekend in Florida on February 3 and 4. Still, it’s clear things aren’t going according to plan for the NHL in terms of raw ratings.
NHL fans, on the other hand, were extremely vocal in their displeasure with how the league has marketed itself this season. From frustrating local blackouts to head-scratching scheduling decisions and more, NHL fans didn’t hold back in their criticism.
As someone who wants to watch games, the NHL does a good job of making it a total headache for fans.
Limited local streaming options, other than paying for expensive cable. ESPN+ only games, but most local games are blacked out.
A total mess that they made themselves. https://t.co/Re27qodM5x
— Penguins Jesus (@PenguinsJesus) February 1, 2023
Maybe if every EST game wasnt at the same time it would help.
6:30
7:00
7:30Stagger them FFS. https://t.co/xHSA605vJX
— Jake (@JakeD8771) February 1, 2023
but i was told people loved the digital ads so much??? https://t.co/i1d6IZMJDX
— the source known as "sucks eat cfootball" (@nowyousieme) February 1, 2023
Yeah cause you made it impossible to watch 98% of games https://t.co/0rJq4bIzXX
— bisexual lighting (@pardonmylord) February 1, 2023
Probably something to do with needing a cable subscription with TNT AND NHL network AND an ESPN+ subscription to watch games.
Oh and you’ll still get regional blackouts despite that. https://t.co/dS1ks6D1Dz
— Sean O'Brien (@SeanOBrien81) February 1, 2023
gee i wonder why?? is it maybe the terrible scheduling that has 10 games start at the same time?? or is it that some games are exclusively shown on platforms that not everyone can afford to subscribe to?? wild https://t.co/wJFOdvtZpO
— em (@outofthisapt) February 1, 2023
Because they'll have 14 games start at the same time on a Tuesday then one game on a Wednesday that's sens vs the coyotes. https://t.co/9EdbKcAkq1
— Tony X (@soIoucity) February 1, 2023
Streaming services are a mess at a time where cable viewership is declining across the board, few on-ice storylines that impact the casual fan, next to no player movement to drum up interest, and the league's flagship add this year was digital board advertisem*nts. Not shocked https://t.co/ihbQqrY8qo
— Jeff Veillette (@JeffVeillette) February 1, 2023
– Regional blackouts stink
– The playoff format is garbage since some of the matchups are already locked in stone
– Every game that starts early is at intermission at the same time
– Both network’s coverages could use some work https://t.co/DCrsuup9xr— Hunter (@HunterHodies) February 1, 2023
I think there are a few reasons for this from a sports business perspective:
– lack of staggered start times
– lack of intrigue across East due to playoff format
– casual fans can't latch on they way they can in other leagues (less star player focus/lack of personality) https://t.co/oibWk4LHC3— Rachel Doerrie (@racheldoerrie) February 1, 2023
TV blackouts that make no sense.
Not staggering game start times.
Few afternoon/matinee games on the weekends.
Games starting 15-20 minutes "late" due to anthems/ceremonies which are televised for some reason. Do those before the posted start time.
The worst TV commentators. https://t.co/BRLQnRsh7W— Weirdneal (@Weirdneal) February 1, 2023
hmm I wonder what could be contributing to that https://t.co/NU7PwH41He pic.twitter.com/aLOcerFVio
— blashdril (@blashdril) February 1, 2023
As a seasoned sports media expert and enthusiast with an in-depth understanding of the dynamics of television broadcasting in the context of professional sports, I can shed light on the concerning trends discussed in the article about the NHL's viewership decline during the 2022-23 season. My extensive knowledge in this domain allows me to analyze the various elements contributing to this downturn and propose insights into potential reasons behind the diminishing interest among fans.
Firstly, let's address the reported 22% drop in national hockey ratings in the United States during the current season. This decline, as pointed out by Mark J. Burns and Austin Karp, reflects a significant decrease in the NHL's average viewership, plummeting from 478,000 to 373,000. This is a worrisome trend, especially in light of the league's high-profile return to ESPN after a 17-year hiatus. Despite the anticipation that the move would reignite interest in hockey, the reality seems to suggest otherwise.
The article mentions Disney's successful sell-out of ad time for the upcoming All-Star Weekend, which might offer a silver lining for the NHL. However, the broader issue at hand revolves around the dissatisfaction voiced by NHL fans regarding the league's marketing strategies. Fans are vocal about their displeasure, citing problems such as frustrating local blackouts, questionable scheduling decisions, and limited streaming options.
The discontent expressed by fans on social media reflects their frustration with the current state of NHL broadcasting. Complaints include limited local streaming options, blackouts of ESPN+ games, and the need for expensive cable subscriptions. These barriers are evidently creating hurdles for fans who just want to enjoy watching their favorite teams play.
Additionally, the article highlights criticism regarding scheduling, with fans expressing frustration over multiple games starting simultaneously. This lack of staggered start times contributes to an inconvenient viewing experience, making it challenging for fans to follow and enjoy the games they are interested in.
Furthermore, concerns are raised about the playoff format, with some matchups already predetermined and lacking the excitement of unpredictability. Fans also point out the absence of compelling storylines and player movement, which are essential elements for engaging casual viewers.
In summary, the decline in NHL viewership can be attributed to a combination of factors, including restrictive broadcasting practices, inconvenient scheduling, dissatisfaction with the playoff format, and a perceived lack of compelling narratives. As an expert in sports media, I believe addressing these issues and implementing fan-friendly changes could be crucial in revitalizing the NHL's television viewership and restoring the league's appeal to a broader audience.
