NHL Playoffs See Social Media Surge Amid Declining TV Ratings for Stanley Cup Final
Despite a 32% increase in social media engagement, TV ratings for the Stanley Cup Final fell, averaging 2.5 million viewers in the U.S.
Overview
- Social media engagement for NHL content rose by 32% during the playoffs, highlighting a shift in viewer interaction.
- The Stanley Cup Final averaged 2.5 million viewers in the U.S., a decline from the previous year's ratings and the 4 Nations final.
- In Canada, the final attracted 3.8 million viewers on Sportsnet, also reflecting a drop compared to last year's final.
- Despite lower TV ratings, TNT saw a 15% increase in viewer share from its first Cup final in 2023.
- Overall, the playoffs averaged 1.8 million viewers, indicating a 6% increase from the previous year, contrasting with the final's ratings decline.
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Analysis
Center-leaning sources frame the Stanley Cup Final ratings decline as a notable trend, emphasizing viewer engagement metrics and comparisons to previous events. They exhibit a cautious tone, highlighting both the drop in ratings and slight increases in social media interactions, suggesting a nuanced perspective on audience interest in hockey.
Engagements on NHL content increased by 32% during the playoffs on social media.
An average of 3.8 million viewers watched the final in Canada on Sportsnet, with Connor McDavid seeking his first championship.
TV ratings for the Stanley Cup Final rematch between the Florida Panthers and the Edmonton Oilers declined from their first matchup a year ago.
An average of 2.5 million viewers watched on TNT, with 2.8 million tuning in for the Panthers' series-clinching Game 6 victory.
Viewership for TNT's first Cup final in 2023, where Vegas defeated Florida, increased by 15%.
The average viewership of 1.8 million for the playoffs, including five Canadian teams, has increased by 6% from last year.
The ratings for the Cup final were significantly lower than the 4 Nations Face-Off in February.
Articles (3)
Center (3)
"…The overall number on cable is down from 4.17 million last year when the final was on over-the-air TV on ABC and the lowest since Tampa Bay versus Montreal in 2021."
Chicago Sun-Times·24d·"…The overall number on cable is down from 4.17 million last year when the final was on over-the-air TV on ABC and the lowest since Tampa Bay versus Montreal in 2021."
NBC News·24d·"…The overall number on cable is down from 4.17 million last year when the final was on over-the-air TV on ABC and the lowest since Tampa Bay versus Montreal in 2021."
Associated Press·24d·FAQ
The NHL increased social media engagement through behind-the-scenes content, player collaborations, branded challenges, sponsorships, and live real-time social media activations during games, leveraging platforms like TikTok, Instagram, and Twitter to connect with fans.
While overall playoffs averaged higher viewership with a 6% increase, the Stanley Cup Final itself saw lower TV ratings possibly due to shifts in viewer behavior favoring digital and social media platforms for engagement, alongside competing entertainment options.
TNT experienced a 15% increase in viewer share during its first Stanley Cup Final broadcast in 2023, indicating growing interest on that network despite overall declines in traditional TV ratings.
As of February 2025, the NHL has around 7.23 million followers on X, with teams like the Chicago Blackhawks, Toronto Maple Leafs, and Pittsburgh Penguins having the most popular accounts, each with over 2 million followers.
The NHL combines TV commercials, in-arena sponsorships, and digital activations, including social media brand promotions and live-streamed events, to engage fans in a cross-channel marketing approach that boosts brand recall and engagement.
History
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