Attendance is more often than not tied directly to what piece of gold or crap is on the ice.
2006-2007 NHL Attendance - National Hockey League - ESPN
Check it out over last seasons as they correlate to one ice records, random scandals, negative media and so forth. I found this year particularly interesting for a couple reasons:
This was the year Atlanta won the SE division.
They had a higher average attendance than the following:
STL
CHI
WAS
NYI
WAS
NJ
And sadly my own Boston Bruins.
These are across the board considered traditional hockey markets no? By any stretch of the imagination would the Thrashers be considered to have a stronger or more dedicated fanbase? Hell no. But the thing these teams had in common was....they all sucked or had all just previously gone through a stretch of suck.
Chicago in particular went through a 5 or 6 year stretch where they were close to the bottom in attendance. Now they've led the league 3 years in a row. Wierd.
So if you win people care, if you don't they don't. Its human nature, people want to be associated with success. Then think about how much those extra games tie into extra income, exposure and so forth for the franchise?
Look at how close Sidney Crosby came to coming into our consciousness in a different uniform albeit for the same franchise? Pretty damn close. Cause they weren't winning, and no one cared. Now they're considered this model franchise.