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Playoff drive has Senators soaring with Sportsnet

Viewers keep warming up to team in record numbers; TV ratings rise 24 per cent

Tuesday, 27.03.2012 / 11:52 AM / Features
By Rob Brodie  -
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Playoff drive has Senators soaring with Sportsnet
Chris Neil and the Senators have been attracting record TV audience numbers this season for their games airing on Sportsnet East (Getty Images).
The Ottawa Senators' surprising rise to playoff contention has been a hit with television viewers.

Fans are tuning into the team in record numbers on Sportsnet East, the team's regional rights holder since the network launched in 1998. Through games played March 23, Senators telecasts were attracting an average per-minute audience of 196,200 per night, an increase of 24 per cent over the 2010-11 campaign.

"We're approaching 200,000 viewers per broadcast and that's the highest our Senators numbers have ever been," said Rob Corte, the network's vice-president of production. "We're very pleased and it's indicative of how the team is (playing) and how the marketplace feels about the team."

Indeed, it's no coincidence that the significant rise in interest in Senators TV broadcasts falls in line with the growing enthusiasm about a team that, in a lot of eyes, wasn't expected to contend for a playoff position in what had been deemed to be a rebuilding season. However, with less than two weeks left in the regular schedule, Ottawa holds down seventh place in the Eastern Conference and is moving closer to nailing down a post-season berth.

"There weren't high expectations (for the Senators) coming into the season," said Corte, a former producer of Sens games on Sportsnet. "They had a young team and were relatively inexperienced, but the team has performed well, the veterans have had strong comeback years and there's been surprise performances by some of the younger players.

"It's related to success and a current playoff spot. That has translated into some strong ratings ... They're an exciting team and you want to watch the games. Clearly, that's what viewers are doing now."

The ratings surge began in the early months of the season and continued to grow.

"Traditionally, the numbers always start off strong," said Corte. "There's that hope at the start of the season, that hockey's back, and then, depending on how the team does, it'll go up or down. In Ottawa, it started strong. It significantly and steadily climbed through the first months of the season and it stayed there. Now the numbers have been consistently good all year."

At least two Senators telecasts on Sportsnet have cracked the 300,000 mark this season — a Nov. 4 matchup with the Montreal Canadiens (327,400) and a Jan. 17 contest against the Toronto Maple Leafs (334,800). The average overall reach during a game, or total viewership, has swelled to 750,000.

As well, the Senators are starting to reap full benefits of the Portable People Meter (PPM) ratings system, which is designed to provide a more accurate method of audience measurement.

"We've been trending up for several years and the addition of PPMs has certainly made for more accurate audience reporting," said Jim Steel, the Senators' vice-president of broadcasting. "The exciting team is also contributing to (the ratings increase) as well."

This season has also seen the introduction of a 30-minute pre-game show leading into Sportsnet telecasts, which Corte believes can help get fans revved up for the games.

"The pre-game show has been a pleasant surprise ... the numbers have been tremendous," said Corte. "They've far exceeded what our expectations would have been. There is a desire and craving for Ottawa Senators coverage in the marketplace and this speaks to it right there. (The pre-game show) just gives viewers another place at a different time to get Senators information. It builds anticipation and gets the story lines flowing leading into the broadcast and then it just carries through (to the games)."

Sportsnet East and Sportsnet One will carry a combined 52 games this season to the Senators broadcast territory, which covers a region extending east from Peterborough, Ont., and also includes parts of Northern Ontario, Quebec and the Atlantic provinces.




1 MTL 64 41 18 5 172 142 87
2 TBL 65 39 20 6 213 171 84
3 DET 62 36 15 11 182 160 83
4 BOS 62 31 22 9 165 161 71
5 FLA 64 28 23 13 156 181 69
6 OTT 62 28 23 11 176 167 67
7 TOR 64 26 33 5 173 195 57
8 BUF 64 19 40 5 123 215 43


E. Karlsson 62 15 34 1 49
B. Ryan 58 17 31 9 48
K. Turris 62 16 29 -3 45
M. Hoffman 59 23 17 24 40
M. Stone 60 15 25 12 40
M. Zibanejad 60 16 19 3 35
C. MacArthur 53 13 13 -10 26
M. Michalek 57 11 15 -1 26
D. Legwand 60 8 14 -4 22
A. Chiasson 56 9 12 -8 21
C. Anderson 13 11 7 .927 2.37
R. Lehner 9 12 3 .905 3.02