Frozen Frenzy

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I must have just crawled out from under a rock, but I've never heard of this until this morning (admittedly, I start paying more attention to the Blues after Christmas and am more of a scoreboard watcher until then). Evidently started this a few years ago. At first hearing it seems like a silly gimmick. So, for you puckheads in the know, has this kind of thing been successful in past years (higher TV ratings)?