Tridus is absolutely correct, and I've ranted at length on numerous threads about the scam of cable on this forum for over a year now so I'll spare you all that again for once.
However do consider that basically now we have a repeat situation of ten years ago in a Great Recession in most parts of North America.
Last year in the US by comparison was the first year that total cable and satellite subscriptions were DOWN. And it is correct that ratings via other means, demanded still by the biggest advertisers, are not being counted despite adjustments in methods by that ratings industry.
How many of you all remember how long it took Big Media to roll out high-speed internet from dial-up even though the underlying technology, and much of the infrastructure, was in place in the late 1990s in at least the bigger cities? Basically they moved to "Digital Cable" far more quickly in an attempt to gouge folks for cable subscriptions and move more of the better channels to the "Digital Tier." Once high speed was around in a majority of places by 2003, predictably a good chunk of the audience left the constraints of flipping channels with worse overall content choices and more of "programming" called reality TV and informercials.
Before even recession hit back in 2001, folks already were turning in those cable boxes largely due to poor and heavily recycled content choices.
Here we are now ten years later with that same industry trying to milk separate HDTV subscriptions, with even more reality TV, informercials, and of course now still poker available though of course on most computer monitors with a solid high-speed connection you can get either a near HD or true HD picture for free now.
It was no accident in approximately 2008 that all non-IP capable TVs went on a fire sale. For all the sports but the NFL in turn down here, since they remain shoved down our throats by largely ESPN including especially East Coast sports coverage, the ratings went down only because everyone just did not need the TV any more to get their sports fix. Heck the NBA is not even profitable any more.
I suspect aside from hockey that the very same is happening up there with your sports media dominated out of Toronto as is ours out of Metro New York.
The HDTV racket with all its multiple tiers is ending with Big Media just trying to hang on before things plainly go over with the dominant content available on broadband as is already in progress. The firms who embrace that heavy flow of the audience will prevail.