NHL looks to TikTok to capitalize on Heated Rivalry and Olympics as it grows beyond U.S. and Canada

The National Hockey League is turning toward TikTok as it works to recruit more fans and expand ice hockey’s footprint in markets beyond the United States and Canada. The NHL's most recent season brought it the best viewership figures in 14 years, with games on ESPN, ABC and TNT averaging 546,000 viewers — a 23% increase over the previous season. According to marketing research firm EDO, brands running ads against hockey coverage in the U.S. saw campaign effectiveness (in this case, consumer searches immediately after an ad has aired) improve by 7% on average after Netflix hit Heated Rivalry’s breakthrough moment last November.Continue reading this article on digiday.com. Sign up for Digiday newsletters to get the latest on media, marketing and the future of TV.