I think the problem with the popularity of hockey and the NHL in this country has to do with the players. Nobody likes a bunch of guys who play their sport hard, care about their fans, are true sportsmen in both victory and defeat, and are for the most part total gentlemen off the ice participating in numerous charities and community events (fashion shows). If this sport wants to compete with the more successful ones, they need to get more whining, drug addict, prima donnas who beat their wives, take steroids, ignore the kids asking for autographs and hide cork in their sticks. That's what the public wants.
Plus if they just would get some hot cheerleaders into bikinis and some skates, they'd be all set.