Bruins ratings up 41 percent

By Zachary Baru

In a report released by SportsBusiness Journal, the Bruins television ratings have increased 41 percent from last season, finishing with the third-highest television rating in the National Hockey League.  The Bruins' average rating was a 6.60, falling short of only Pittsburgh and Buffalo. 

Pittsburgh finished with a league-leading rating of 12.56, while Buffalo ended the season with a 9.46 rating.

While the Bruins' 41 percent increase was impressive, it was not even in the top 5 for rating increases from the 2011-2012 season.  The New York Islanders were victors in that category, as their on-ice performance this season lead to a 133.3 percent change.

The Bruins also finished in the top 5 in average audience size, good for second in the league with an average of 156,000 households.  Boston, the nation's seventh largest media market, fell behind only Chicago, the nation's third largest market.

What does all of this say?  Well it is something we already knew - Bruins fans are supporting their team the way passionate fans should support a successful team in a traditional hockey market.  Ratings are up, merchandise sales are strong, and tickets continue to sell out every game at high prices.  Also noteworthy, is that the secondary market ticket sales (StubHub) are strong as well, with playoff tickets currently starting at $165 per seat.

Times are good for the Bruins.  Think back to how this differs from the pre-2007 teams, when season tickets dipped below 5,000, and this is a classic example of how improved on-ice performance can turn around a franchise.

Source: SportsBusiness Journal, Nielsen

Zach Baru can be followed on Twitter @zbaru and reached at zachbaru@gmail.com.

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Bruins win Wednesday night ratings battle

By Zachary Baru

As mentioned by Mike Felger on 98.5 The Sports Hub's "Felger & Massarotti" show, the Wednesday night ratings battle between Boston sports teams was not even close.  In a flip from ten years ago, the Bruins came out as the clear winner, topping both the Celtics and Red Sox in a night full of New England sports. 

The Bruins received a rating of 9.5, much higher than that of the Celtics, who had a 5.5 rating.  The Red Sox, who were televised on NESNplus (not sure why NESN feels the need to butcher the capitalization) received a rating of 4.5.

If there is any doubt of the passion fans have for the Bruins in Boston, none should remain after reading Wednesday's ratings.  Playoff hockey is a much different breed than regular season hockey, a more severe change than arguably any other sport.  And this notion proves true on Wednesday night, as Boston sports fans came out in full-swing to show their love for Bruins hockey.

While NESN has been demoting the end of the Bruins' regular season to NESNplus coverage during simultaneous games with the Red Sox, this trend will stop, as NESN will again have similar coverage of both teams on Saturday.

For over a decade, it was not hard to figure out the order of popularity between Boston sports franchises.  But since the Bruins' championship season in 2011, the landscape has changed drastically, leaving popularity up for debate.  Here is to another week of amazing competition - off the field that is, and in the ratings.

Zach Baru can be followed on Twitter @zbaru and reached at zachbaru@gmail.com.

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If New York/New Jersey can host a Super Bowl, Boston can host an All-Star Game

By Zachary Baru

The cold weather can only keep the NBA All-Sar Game out of Boston for so long.  On Monday, the Boston Globe reported that Boston Celtics owner Wyc Grousbeck told the paper the Celtics are considering filing an application to host a future All-Star Game, something that has not occured in 49 years.

Yes that is right, the nation's seventh largest media market, and one of, if not the most passionate sports market, has not hosted an NBA All-Star Game since 1964.   13,464 fans saw Bill Russel, Tom Heinsohn, Sam Jones and Wilt Chamberlain, among others, in Boston's final All-Star Game at the Boston Garden.

If you're wondering why Boston hasn't hosted the game since, no it's not a lack of hotels or public transportation.  In recent years, it seems to be related to one aspect of the region - weather.  The last NBA All-Star Game to be hosted in a cold-weather climate was in 2005 at the Pepsi Center in Denver.  The game has been absent from the northeast since 2002, when the First Union Center in Philadelphia hosted.  There have been two name changes to that arena since then.

Boston is more than ready for a game of this magnitude.  It has more than enough convention space, hotels, and public transportation to accomodate the fans.  If there are still any doubters, just think of the World Series games, Stanley Cup Finals, and wait a minute - even the NBA Finals.  Still doubting Boston can host an All-Star Game?

Admittedly, Boston's infrastructure can be used as a reason to avoid such an event.  With all of the public transportation we have, infrastructure will continue to be a problem in Boston, and it would not be a suprise if this is used as an excuse. 

When it comes to sports, Boston can always be guaranteed to show its passion.  This is a sports city.  It has always been, and will always be.  If the NBA wants a city that will undoubtedly show its full support for not just the game on Sunday, but all of the weekend's festivities, Boston can get the job done.  We have the convention space, the hotel accomodations, and all of the public transportation you need to get right into TD Garden.  We can't guarantee decent weather, but the highest level of passion and energy would be a sure bet in Boston.

Zach Baru can be followed on Twitter @zbaru and reached at zachbaru@gmail.com.

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Red Sox' image must continue to improve for 2013 season

By Zachary Baru

Getting rid of Josh Beckett is not going to fix the once perfect perception fans had of the Boston Red Sox.  As opening day of the 2013 season approaches, the image of the franchise will continue to be a work in progress, with the Red Sox front office attempting to climb out of a hole that has been getting deeper for quite some time.

The good news - for everyone, not just the front office - is that New England fans are historically extremely forgiving.  In time, everyone can go back to adoring this franchise the way fans across the region once did, without having to think of all of the negatives that past players have given us to talk about, and the circus that went on after Terry Francona was dismissed.

The Red Sox have been on PR patrol for quite some time, and the upcoming weeks and months will be no different.  You know things are a little off when Comcast Sports Net's sponsors include the Red Sox advertising individual game tickets.  With the front office expressing an attempt to be more transparent, 2013 looks to be a year in which the Red Sox will fully try to rebuild their brand as best they can.

But can the Red Sox brand ever be restored to the level of popularity it held in the mid 2000s?  The answer may be as simple as the amount of titles they can produce.  Boston fans don't forget, but they are quick to forgive.  It is a common theme seen with different events that are covered in Boston sports media, which may be attributed to the intense sports media market that Boston is.  With media coverage  changing so rapidly, the spotlight of negativity seems to move along with it.

Aside from the games themselves, one major story to follow will be how the Red Sox attempt to improve their image, and their brand as a whole.  One thing you can count on, to be blunt, these guys aren't idiots.  They know what they're doing, and they know how to market their team to appeal to fans, boosting the ratings, and selling the jerseys the way they once did just a few years ago.  Have faith in the Red Sox, 2013 should be the beginning of a much improved franchise image.

Zach Baru can be followed on Twitter @zbaru and reached at zachbaru@gmail.com.

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LED dasherboards can generate revenue, become detrimental to game

By Zachary Baru

As if New England sports fans have not seen enough advertisements for Bob's Discount Furniture, you may have noticed during the last Bruins road game that the brand has invaded the New York Islanders' dasherboards digitally, using LED dasherboard advertisements.  Coincidentally, the last three Bruins road games have all been played in arenas with LED dasherboards, part of a trend in the National Hockey League that has been growing for years.

Not only did Bruins fans see this advertising at the Islanders' arena, which was the first venue in the NHL to introduce this technology, but fans saw it during the previous two games at the Florida Panthers and Tampa Bay Lightning.  While this technology allows franchises to show multiple advertisements instead of dedicating the space for one sponsor, the LED dasherboard is just simply an eye sore, in a league which strives on aesthetics.

For any extra revenue that could be generated from this technology, intruding on the visual aspect of the game is a lot to sacrifice.  Sure other markets such as Chicago use augmented reality to place logos for television on the glass behind the net, but let's deal with one thing at a time here.  Fortunately the Bruins do not use this technology on the ice at TD Garden, and hopefully that will continue into the future.

Technology continues to be a growing aspect of professional sports, and for the most part greatly aids the game, as well as the business.  Take soccer for example.  These days teams that play in venues that do not include field-level LED signage boards come across as outdated franchises.  The game presentation, especially for television, is arguably less exciting for soccer teams that do not use this technology. In Major League Soccer, newer franchises with a focus on marketing, such as Seattle and Kansas City, use field-level LED signage boards to give their sponsors maximum exposure.

The problem with using this technology in hockey is simple - hockey is not soccer.  The playing surface is much smaller than a large soccer field, making LED advertisements on the ice extremely distracting.

There will undoubtably be many more innovations in sports that change the way we watch games in the future.  While they can potentially increase revenue, there are certain occasions where what is most profitable may effect the game itself, which one can debate is ultimately detrimental to both the game and the business.  It may be something as small and harmless as LED dasherboards, but it is small aspects such as this that can begin to ruin the game, rather than keep it progressing in the right direction.

Zach Baru can be followed on Twitter @zbaru and reached at zachbaru@gmail.com.

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Lowell deserves another shot at the AHL

By Zachary Baru

With a great arena, a hot hockey market, and a prime location near multiple franchises, the city of Lowell would be a great candidate for a new American Hockey League franchise.  The last franchise, owned by the New Jersey Devils, left Lowell for Albany after the 2009-10 season. 

The lease beween the New Jersey Devils and the Tsongas Center ended in 2009-10, and was reportedly too good to be continued.  In February of 2010, the University of Massachusetts Lowell took ownership of the the 6,496-seat arena.  Later that year, Global Spectrum, a subsidarary of Comcast Spectacor, took over arena management.

UMass Lowell provided renovations to the venue, including a new video board, LED sinage, and a new sound system.  The result was an ideal arena for minor league hockey's highest level, the AHL.  UMass Lowell continues to play at the arena, currently averaging 5,114 fans per game, which is good for 12th in the nation for Division I hockey.

If college hockey can draw over 5,000 fans per game, than why couldn't professional hockey do the same?  The Devils left Lowell one season before the Boston Bruins won the Stanley Cup, which has since boosted hockey's popularity to an even higher level.  A low-priced alternative to NHL hockey could certainly have potential in this market in the present day.

On the other hand, history does speak volumes.  During Lowell's last season in the AHL, the franchise finished last in attendance, averaging 2,498 fans per game.  Fast-forward to today, and the league average is currently 5,587.  So can Lowell really keep up with the big markets in the AHL like Chicago, Cleveland and Houston?

With the resurgence of hockey throughout New England, an exceptional intimate arena, and a perfect geographical location to other franchises, Lowell truly is an interesting market for the AHL.  Interesting may not be enough to cut it, especially with the way the Devils finished in attendance in their final year.  But with everything Lowell has to offer, this is not a market to be overlooked.

Zach Baru can be followed on Twitter @zbaru and reached at zachbaru@gmail.com.

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Celtics' Seats For Soldiers night a reminder of the good sports can do

By Zachary Baru

On Monday the Boston Celtics hosted their sixth annual Seats For Soldiers night at TD Garden during their game against the Charlotte Bobcats.  This night is an example of the many ways sports can make a positive affect on society, and what better way to do it than to have over 1,200 United States armed service members receiving free tickets to the game. 

The Boston Celtics have long had a history for giving back to their community, which is one of many reasons why this franchise is so beloved by the region.  The Boston Celtics Shamrock Foundation is an example of this, which is a community initiative partnering with New England non-profit youth charities. 

Seeing over one thousand armed service members in uniform at TD Garden is quite a site.  Even better is seeing Rajon Rondo high fiving a young man in uniform in the front row during the middle of the game.  It is that connection of famous athletes showing their support and pride for our troops that gives us perspective of who our true heros really are.

A message like this is not delivered every game, which is why it is important that nights like Monday exist.  There is often so many negative stories in sports, and franchises sometimes get looked upon as stricly being a business, not having any community incentive.  Seats For Sodiers night proves both of those accusations wrong, and provides an opportunity for sports to play a positive role in society.  Even if it is something as simple as season ticket holders donating free tickets to service men and women who cannot possibly be paid back for their bravery.

Zach Baru can be followed on Twitter @zbaru, and reached at zachbaru@gmail.com.

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