I think the sports radio counts if it is something that is not meant directly to NHL fans. I mean, would you estimate that the people listening to the commercials there gets relevant information (like game times, ticket prices, selling locations or so) that they are not aware of before hearing the commercial?
And thanks for keeping an eye on the ads. Shouldn't be that much trouble of doing that anyway and I think that anyone who sees Avalanche as more than "well, they skate on the ice and that's it" should appreciate that. After all, we are talking about real business here (see lockout for more info) and if the only way you are doing business is "thanks and welcome again", it eats up an insanely big part of potential customers -> franchise gets less money -> franchise makes less profit -> franchise won't invest that much to personnel -> team doesn't get better players. As an example, see O'Reilly situation with these "Sorry, got to save for re-signing our young players"-reasons.
edit. http://www.milehighhockey.com/2013/1/8/3853418/ryan-oreilly-avalanche-contract-negotiations-2012 guesses that Avs salary cap roof is at 50 million. Naturally the league roof is a different thing, each team has their own as well. If the Avs cap roof is that low (compared to the rest of the NHL), I totally think that marketing might be useful.
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