I don't this some of the people get the point that Cuban's trying to make. This isn't about attracting advertising. It doesn't matter whether the NBA gets far higher playoff ratings.
All he wants to do is change some of the perceptions about hockey in the States. Most people there would say that nobody watches hockey, when this, in fact, is far from the truth. Show them that the NHL on Saturday night had a rating of 1.4 compared to the NBA at 1.1 on Thursday, and they wouldn't go research the numbers. They wouldn't go find out where exactly the viewers are from or what the playoff ratings were, they'd just leave and think to themselves, "well, I guess somebody is watching hockey".
It's all about changing the image and perception of the league. This actually isn't a minor league in North America. It's quite popular.