demographics dont help the NHL either.
What do you mean? Can you be more specific? Normally when I hear people say this what they really mean to say is that they think hockey is "too white". Is that what you mean?
The NBA has very little diversity (whites, hispanics, and asians are all vastly under-represented compared to their #s in the US population) yet Americans of all ethnic backgrounds seem to enjoy the excitement and athleticism of the NBA.
The Heat-Thunder games are getting great ratings even though the vast majority of the fans watching TV are cheering for players from a different ethnic background from themselves. Remember, blacks are only 14% of the US population. The vast majority of the viewers are non-black, but that doesn't seem to be hurting NBA TV ratings.
The sport that most closely matches the ethnic diversity of America is actually MLB -- majority white, with sizable black, hispanic, and asian minority representation.. Weirdly, the word "diverse" seems to be increasingly used to just mean "non-white". Which is odd. An NHL team that is all-white is exactly as diverse as an NBA team that is all-black.
I don't believe people are so racist as to only be willing to support players and leagues that feature stars that match their own ethnicity. And the huge success of the NBA is proof of this. Athletic grace and excellence are more important drivers of fan interest.
And the demographics of MLB is by far the closest match to the actual ethnic diversity of America, but both the NBA and NFL outdraw MLB in TV ratings.
I think ethnic chauvinism is a factor in why people watch certain stars and sports, I just think athletic grace and skill are much more important. I think the lack of black and hispanic interest in the NHL is more to do with unfamiliarity with hockey then ethnic chauvinism. Again the NBA is proof that white, asian, and hispanic fans will happily watch and cheer for an NBA dominated by black star players.