In an era where games often follow scripts that are more predictable than Two and a Half Men, and finals aspirations tend to expire well before the home straight, the last thing football needs is another reason for supporters to stay at home.
Yet those most heavily invested in their team’s fortunes couldn’t help but feel they (the League) ‘just aren’t that into us anymore’.
Home and away crowds have indeed been declining since 2008 when the high water mark of 37,000 was reached. This season attendances have slipped 7.8% on last year.
And in 2011 crowds fell 5.8% on 2010, despite AFL club memberships at the same time rising 5.9%. Since 2008 numbers have dropped almost 5000 per match.
The Giants and Suns are easily a big reason for the decline. However the ‘big four’ in Collingwood, Essendon, Carlton and Richmond, have harnessed their enormous armies like never before and Hawthorn and Geelong have become power clubs in their own right. Record club membership figures might be inflated by minimalist categories, but the significant year to year growth can’t be denied.
Also consider football’s ubiquitous presence on MSM, Twitter, blogs, additional free-to-air channels, Dreamteam comps, Fox Footy and of course AFL Media. And although no games fall between the cracks now, Seven’s middling coverage and Foxtel’s pricey alternative should have more members than ever inclined to make use of their pre-paid privileges.
But they’re not. I’d venture a prime reason is that Chief Operations Manager Gillon McLachlan has made a meal of the fixture.
Only three clubs have enjoyed decent gains on last year and another three are roughly on par. Two thirds of the competition have suffered moderate to sizeable reductions in their average crowds.
I can appreciate the round peg/square hole vagaries of the current competition in terms of fixturing fairness. And I accept the commercial and logistical permutations across nine games per weekend which requires a state of the art software program to navigate. It’s much harder to correlate how the AFL was pressured to schedule all but nine afternoon games this year at either the tail end of lunchtime or the ‘neither here nor there’ front end of dinner.
Because of an unapologetic subservience to TV ratings, the AFL is now at cross purposes with its clubs. This desire to court the unconverted and theatre goers while playing hard to get with its core audience will potentially lead to mass break-ups. There’s a growing number already headed for divorce it seems, or at least a trial separation from the game they love.
People like continuity and they resent being unnecessarily dicked around. Perhaps the only winners in all this are stadium catering companies.
Until recently, family unfriendly times usually entailed semi-blockbuster games guaranteed to deliver acceptable numbers. Even if a grudging 38,000 (St Kilda v Carlton this season on a Monday night) rather than a contented 46K put the passion for their club ahead of the hassle.
But when a standalone Queens Birthday clash starts at 3.30pm, requiring the 64K patrons give over both their afternoon and evening for their trouble, is there any chance of an explanation for us lemmings as to why?
I guess McLachlan did warn us three years ago the AFL was committed to this curious path. Pity there was bugger all consideration or consultation with the spectators on whose passion and patronage the game is built.
As for the clubs, Etihad tenants bent over and inserted with dud stadium deals might have at least hoped for greater support to minimise the cheque regularly written to that charming football man of the people, Ian Collins. The Bulldogs could have done without playing Port Adelaide on a Sunday at 4.40pm. Only 16K attended a game promoted as a tribute to their greatest legend bar EJ Whitten. You’d expect a few more of their 30K members to pay their respects.
Earlier in the year when the Dogs met North (33K members) as the away team, just 20K showed up between them. Well, would a reasonable governing body expect any more at lunchtime (1.10pm) on Mothers’ Day?
In this context the AFL’s special assistance contributions would appear as pointless as slinging a homeless drunk $10 to buy his daily goon bag.
It’s not just the strugglers whose crowds are taking a hit. Only a fraction of the 70K Magpie devotees could be bothered with the recent Sunday twilight game against Gary Ablett, for a fair slice of the 36K at the match would have entered as general public, MCC or AFL members.
As for the three bye affected rounds just concluded, I can only speculate a virus must have infected Gillon, his computer, or both. I really do wonder if there is a scintilla of empathy for the logistical hurdles facing common fans with jobs, families or physical or geographical impediments.
Perhaps the AFL aren’t as interested in crowds as they once were, but I reckon there has got to be rumblings greater than the Melbourne earthquake down at Headquarters. The League can spout all the ratings figures it wants, but bums on seats, or lack thereof, is the tangible measure of a sport’s health that garners widespread coverage.
Empty stands are a poor reflection, and soon enough perception becomes reality.
A harsher critic might say the AFL’s approach to the fixture is testimony to sheer arrogance. Because it may shock League powerbrokers to learn there are basic happenings in people’s lives occurring at reasonably predictable times that often take precedence over football. This effortless gem from an AFL spokesperson defending the West Coast v Carlton Thursday night game was instructive;
“It’s another prime-time broadcast opportunity for us, and coming off a bye it’s possible to do it, Carlton and West Coast are big-drawing clubs and you’ve got multiple states involved, which is good. From our point of view, a six-day break is acceptable, so it fits together.”
Like the concept of fairness, football goers have dropped off the League’s radar. The heir apparent’s blasé attitude was in evidence back in 2009 when after a terrible Melbourne crowd at an MCG twilight game, McLachlan offered this faux apology;
“I put my hand up and say when we fixture Melbourne at the MCG on a Sunday night and it’s terrible weather I accept that in the end it was poorly fixtured. We try to avoid scheduling games at the MCG at night during winter. It was poor fixturing on our behalf, but the slot’s great. It works very well and it has done for over two years now.”
Welcome to the twilight zone folks.
@JeffDowsing
geo
Guest
I have been saying this for a while AFL is trying to get too big and reduced bums on seats will mean Sponsership starts to dry up, clubs will be less profitable. AFL is trying to dry up all other codes, this will back fire in there face. I think the variations to the rules and no rules applied to certain players sees the crowd support drop away.
Brewski
Roar Rookie
@ AFLhype Crowds will bottom out, in the next few years if averaging around 35,000 people to every game is bottoming out. Crowd averages will rise again as .... * the SCG is renovated' * Geelongs home ground is renovated. * Adelaide Oval in the city replaces old and unliked football park. * Subiaco Oval is replaced by the new bigger stadium in Perth, which will seat WCE's extra 8,000 fans on their waiting list. All these are either in the pipeline or are currently underway, combined with possibly future competetive teams from both the GC and GWS which will both increase crowd numbers, and the future is no-where near as bleak as some point out. But of course the reality is, that many AFL stadiums no longer have a capacity for crowds above 35,000, so for crowd averages to increase, the big Melbourne 4 or 5 must have good years along with the WCE or Adelaide Crows. Plenty of naysayers, as usual, never let the facts get in the way of another anti-AFL rant on the Roar.
aflhype
Guest
Crowd aggregate is down with more games played this year, sums it up - hey paytv is not an excuse the a-league has been up against this since day 1. $5m to be cut from the AFL budget each year over next few years, clubs told to tighten the belt and contribute to costs previously worn by the AFL - now why would such a rich organisation swimming in money doing this less than 6 months into a new TV deal, could they have got the start up costs wrong, were their crowd targets and sponsorship unrealistic for the new club - a league revisited?. Half the clubs not breaking even. But hey TV ratings are up - reckon that extra game may help this and thos people staying home watching the games, so where is the growth again? The thing I would be focusing on is no more extra money for the next 5 years from TV and already the costs of running 2 more clubs is gonna be higher than the $20m allocated for both each year with their crowds. See the trick is for cashflow in to be greater than cashflow out no matter how big these numbers are.
Norm
Guest
65,000 at the MCG tonight on a cold Melbourne winter's night. I think the AFL is doing okay with attendances
Nick Jungfer
Roar Guru
Being able to watch games live in HD, often for free in the warm at home sure doesnt help!
Strummer Jones
Guest
Kardinia Park and SCG being renovated adds a little to the equation. As for your question, what about the "Does AFL HQ care for "supporters" anymore?". I'm still waiting for a Grand Final tickets protest/boycott from our militant Victorian supporter friends.
JD
Guest
Yeah, money is all that matters. We'll see how AFL ranks in a few years time should the trend continue at this rate. The arse can fall out of attendances very quickly as the ALeague & NBL know.
The_Wookie
Roar Guru
"The League can spout all the ratings figures it wants, but bums on seats, or lack thereof, is the tangible measure of a sport’s health that garners widespread coverage." WTF? There are 4 sporting organisations IN THE WORLD with a better average than the AFL. You cant tell me that every other sporting group in the world sucks that bad. Ratings figures are just as justifiable a measure as crowds, the league makes the same amount of money of tv as it does from other means.
Redb
Roar Guru
Crowd averages are still pretty good in the scheme of Australian sport, they well above the NRL , Super 15, Aleague,etc TV ratings have gone through the roof this year as better access and LIVE games has had an impact. Apart from the Suns and Giants impact the AFL is playing more games in places like Launceston, Hobart, Darwin, Canberra & Cairns than ever before. I also think the huge rise in membership is restricting crowds at club level, MCC, AFL and Medallion Club. Public tickets often sell out but presold seats remain empty. This year the interest has never been stronger.
HardcorePrawn
Roar Guru
This weekend's Reclink Community Cup (a charity event where a bunch of musicians take on presenters from some of Melbourne's community radio stations) offered some hilarity at the expense of the AFL. Playing on Sunday, and up against the AFL fixtures of North v Adelaide and Melbourne v GWS, the commentary team mused that perhaps they would have Melbourne's biggest crowd of the day. Then, as if to add insult to injury, it was announced that, by applying AFL-style statistics to the attendance figures, they had a crowd of approx 60,000 attending the Elsternwick Park match.
JD
Guest
I agree Doss the competiton is closer this year (it had to be) but there's still 6-8 clubs that are to all intents out of the race. It's the clubs like North, Port, Bulldogs and Melbourne that have copped a lot of the worst fixturing - my point being that for their fans to be bothered with the inconvenience knowing the likely outcome is a bridge too far. Perhaps that's what the AFL want. I reckon there's nothing like the inspirational value for kids to see their heroes in the flesh and experience the football live. The AFL invest so much in getting kids to play but is creating a disconnect in that parents are less willing or simply not in a position to take them. It's all well and good to rely on TV and say it's a just ratings game, but what is happening is a downward shift in people's level of engagement. So much easier to flick the TV on and off - or over to another sport. This is just one of the concerning flow on effects. I'd say the AFL used to be very good at managing their finances but the strategic direction they're taking is a massive risk. Only today they've announced an austerity program where they're trying to cut $5m in costs each year and want clubs to follow. To me that says they're pretty worried about the books now and going forward.
Maximus
Guest
The weather has been poor, games are on pay Tv, yet the AFL will still get 6m attendance.. talk about hard to please - this year its all about the TV ratrings which will be huge...
The Doss
Roar Pro
Interesting read. No doubt crowd numbers have dropped and well researched on your part. The suns and GWS have added to this decrease in numbers and the huge Foxtel deal has meant coverage at home has meant people can choose to be more comfortable at home wathcing the footy. It all comes back to money and the AFL in my eyes are excellent at what they do. They have set up our league financially to be strong for the future. Many clubs are supported by the AFL well beyond what we see as a general public. I think they key thing with trying to link crows numbers and memberships is that the opportunities now to buy different types of memberships has changed and makes it far more difficult to compare memberships to crow numbers. Clubs are now offering 3 game memberships to set games. There are even memberships that are purely supporter ones with no games you are allowed to go to. They are there for people to support their clubs if overseas, prepare for finals footy and simply guarantee themselves a GF ticket if they get there. The 70k you say for Collingwood is far skewed by what you would get to a game each week because of this. I disagree with you on the season being scripted and predictable. SO many teams are pushing for top 8 and it won't be until the very end I suspect this season that our 8 will be locked in. In saying that I certainly agree that the fixturing needs review for the future.
Australian Rules
Guest
Crowds have certainly come down from the highs a few years ago, primarily as you say, due to GC and GWS...but also due to the fact that all games are now live on tv. But the fixturing is a problem. Let's compare 2 big Melbourne clubs: HAWTHORN - a modern powerhouse club with over 60,000 members. In 2012, Hawthorn gets Coll and Geel for Home Fri night games. It has 4 games in Tassie (all drawing below 20k) and the rest of its Home games are North, Bris, GWS, Port and GC...all on a Sunday. So far the Hawks are averaging a mere 32,633. COLLINGWOOD - biggest club in Australia, with over 70,000 members. The Pies get 2 Friday night blockbusters against Geel and Carl...but also get Home game fixtures against Rich, Ess (Anzac), WCE, Haw & St K (plus Freo, Nth, GC & Port) all on Sat or Sat night. These are all big drawing Home games. The Pies are averaging 58,410 so far. That's purely due to fixturing...doesn't seem quite right.
Norm
Guest
One more thing - you are absolutely right about that Queen's B/day game. Crazy, nonsensical, inexplicable, stupid time!
Norm
Guest
I am in sympathy with much in your article, Jeff. I long for the Saty & Sun afternoon games, preferably at the 'G. At least we have got more this year. I hate Sundays at 1.10 pm......even when I need to watch it on TV it still interferes with Sunday lunch. Twilight both days is okay, preferably at Docklands. Other times don't bother me - but I accept that Thurs & Mon nights are for TV. When I am in Melbourne I will often go to a game that doesn't involve my club if it looks interesting. This season has had plenty of those. I also follow my club to some of it's interstate games. I am still a member of my club, but the one thing that has changed my attendance pattern is that I am now at the stage in my life when I escape on an overseas holiday in winter. I am particularly hating this June & it almost stopped me going to that great game at the 'G last Sat night!
Emric
Guest
Foxtel put 600 million on the table for 5 years they brought more then just the rights to televise games they brought the rights to say when those games will be on the tv Simply put get used to it