Bettman probably won't be pleased with this. Game 3 managed to tie a West Wing rerun for the worst rating for a prime-time show ever on NBC.
Of course, that ignores the fact that Canada has a vested interest in the series and the NHL does get the shaft in terms of having 20% of its markets ignored. Cities with teams are almost always more interested in league games. (See: the NBA's popularity in Buffalo) The game drew 2,553,000 viewers on CBC and an additional 646,000 viewers on RDS (Quebec). Canada likes to do things differently (zed, centre, favourite, metric system, twooneys) and puts their figures in terms of total viewers and not households. Some quick math tells me that if Canadians counted towards American ratings Game 3 would have garnered a 3.31 rating, which is still pretty pathetic.
As bad as it sounds, NBC is still making money on the contract. Then again the contract states NBC doesn't pay anything unless they make money. The bottom line is the NHL will never draw a huge rights fee that buoys the other major pro sports leagues unless something drastically changes.