The same week in which Lance Armstrong was apologizing for his decade-plus of using banned drugs and then misleading friends, fans and marketers. The NHL took out a full-page ad in newspapers nationwide that addressed the situation. Fans apparently took the message — which ran in about 40 newspapers in the U.S. and Canada — to heart. Arenas hosting season openers over the weekend were virtually sold out. And NBC said that its regional telecasts from Saturday registered a 2.0 overnight rating, which the network indicated was its highest-rated.