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The Toronto Maple Leafs on Television

Mar 1, 2000

Overview

This report uses Nielsen television ratings to assess the benefit of the sale of broadcasting rights for hockey games.  Major findings:

  • CBC, TSN and CTV combine to broadcast each of the Leafs’ regular-season games.
  • CBC’s Hockey Night in Canada draws the largest audiences, often more than 1 million viewers; TSN, however, broadcasts a greater percentage of the games.
  • Networks benefit from high ratings by commanding higher sponsorship and advertising fees and using increased the traffic on their channels to attract viewers to other programs.
  • Hockey teams benefit from high ratings because larger potential audiences increase the value of the broadcast rights, and hence the revenue to teams when the rights are sold.
  • Sponsors and advertisers benefit by the increased publicity that accompanies larger audiences for their commercials.

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