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.

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).