Canadian and Pittsburgh Penguin Sidney Crosby tops the list (N-Score 26) along with his fellow countrymen Chicago Blackhawks’ Jonathan Toews (14), New Jersey Devils’ Martin Brodeur (12) and fellow Penguin Marc-Andre Fleury (11). The Americans don’t quite earn a hat trick with only two players in the top 10—Detroit Red Wings’ Mike Modano (20) and Buffalo Sabres’ Tim Connolly (13) – tying with Russia’s Alex Ovechkin (16) and Evgeni Malkin (12).

“Canadians are known for producing some of the best hockey players. In terms of lasting brands, they certainly have the power play, with eight of the top 10 retired players hailing from Canada,” said Stephen Master, VP Nielsen Sports. “While Sidney Crosby—who’s been revered as one of the best current hockey players in the world—is leaving his mark, Wayne Gretzky is still the brand to beat. A venerable name, Gretzky skates to the top of the list with an N-Score of 203, almost five times greater than his closest competition.”

Methodology
Using the combined research expertise of Nielsen and E-Poll Market Research, N-Score is an in-depth look at a sports figure’s overall endorsement potential, factoring in the attributes and demographic measures that align brands with endorsers. E-Poll maintains a national online panel of 250,000 people age 13 and up. Each individual N-Score National survey is administered to 1,100 people within that panel via the Internet. The sample is representative of the general population based on gender, income, age, and education

The Nielsen Company looked back at the four Stanley Cup Finals match-ups that have gone the full seven games since 2000 and in each case, Game 7 was a ratings windfall. For example, games one through six of the 2006 finals between Edmonton and Carolina averaged 2.4 million viewers. Game 7, however, more than doubled that figure with 5.3 million viewers.

In 2003, when the New Jersey Devils finished off the Anaheim Ducks, Game 7 was watched by 7.2 million U.S. viewers on ABC. Not only did the game attract 140% more viewers than the average of the previous six games, but it was also (and still is) the most-watched Stanley Cup Finals game since at least 1992.

The “Game 7″ effect isn’t just limited to the NHL. When Detroit and San Antonio took the NBA Finals to the limit in 2005, Game 7 was watched by 65% more viewers than the series average to date. And in the eight MLB World Series or LCS matchups to go the full seven games, since 2000, Game 7 viewership overshadowed the rest of the series’ averages each time by anywhere from 74% to 94%.

But just as important as the raw viewership for the NHL and Versus, which is available in 66% of US homes, is the brand behavior of these viewers.

With advertising dollars tight in the current economic climate, the pressure is even greater for sports leagues to demonstrate return on investment to their official partners.  Sponsors are demanding results for their integrated marketing campaigns which include commercial spots, in-game signage, as well as online and mobile extensions.

Data from Nielsen’s people meter sample fused with the respondents of MRI’s (Mediamark Research & Intelligence) Survey of the American Consumer reveals insight into product usage behavior of NHL fans.

For example, how did regular season hockey on Versus perform among groups that used products from official partners of the NHL during the first quarter of 2009?

• Verizon Cell phone users had 44% higher viewership ratings compared to the average viewer.  Verizon was the top advertiser in terms of commercial spend for NHL regular season on broadcast and cable, and also sponsors the Versus intermission report.

• Bud Light drinkers, the official beer of the NHL, had 80% higher ratings than the average U.S. viewer.

• Consumers of Reebok footwear, which sponsors the league’s jerseys and a dasherboard above the blue line in every NHL arena, had 62% higher ratings.

It’s not just about raw viewing tonnage for advertisers looking for highly targeted marketing. They count on the NHL to deliver unique fans, and translate their passion for hockey to their product.

Armed with return-on-investment tools that can provide cross-platform insights, instead of traditional age and gender demos, advertisers can focus on the NHL fan with targeted messaging that expects to make a difference at the cash register.

US TV Ratings for last year’s All-Star Game on VERSUS were up 17%, proving the NHL’s decision to move the game the first Sunday sans NFL in 5 months a wise one.

Viewership for the Skills Competition and Young Stars Game, airing on Saturday Night, was also up 26% compared to 2007.

This season, the NHL on VERSUS is up an impressive 17%, continuing hockey’s ratings renaissance.

NHL Local Ratings Box Score
• The Washington Capitals‘ ratings are up 140% compared to a year ago, thanks in part to reigning NHL MVP, Alex Ovechkin, continuing his great play and leading the Caps to first place in the Southeast division.
• The Chicago Blackhawks are televising all of their regular season home games for the first time, and viewers are responding to their exciting young team with a 71% boost in average ratings from last season.
• Not only are the San Jose Sharks on top of their division, they also have an impressive 50% increase over last season’s ratings in the SF-SJ-OAK Market..
• While economic conditions may be slowing Colorado Avalanche attendance, it may be helping the ratings: The Avs’ viewership is up 36% in Denver.
• The New York Rangers and Los Angeles Kings, who skate in the nation’s two largest markets, are also outperforming last season, both with 33% increases in local viewership.

Read coverage of Nielsen’s findings in The Washington Post, the Washington Business Journal and The Mercury News (Silicon Valley).