What are you comparing it to? Obviously, football is on a different plane. However, Michigan, Michigan State, Minnesota and Wisconsin fans will absolutely buy tickets in large numbers. The extra tickets sold for 8 home games per year against those 4 teams alone could be the difference between the ASU hockey program being profitable or operating at a loss. (Ohio State's hockey support is "meh". Penn State has great hockey support, but they don't have nearly the same alumni presence in the Phoenix area as the Midwestern Big Ten schools.)
To put it in perspective, Minnesota and Wisconsin average 10,000 to 11,000 in attendance for each hockey game, which is what UConn has been averaging for men's basketball over the past several years. Michigan, Michigan State and Penn State are all around 5,000 to 6,000 per game in hockey attendance, but that represents 90%-100% capacity in their smaller hockey arenas. Those don't even count the outdoor hockey games that the Big Ten schools have been playing where they draw football-sized crowds. (There have been years where Michigan hockey brought in more ticket revenue than men's basketball because of those outdoor games.) So, hockey is very much a high profile sport at the Big Ten schools that sponsor it.