Those who are ready to hammer that final nail into Test cricket’s coffin need look no further than the attendance across the four days of the first Test match at Durban, between the number two and number three ranked teams in the world.
Day one of the marquee match-up saw 3957 turn up, akin to a Sheffield Shield fixture. Given Kingsmead seats 25,000 people, it was not the viewing spectacle or atmosphere the match deserved.
Kevin Pietersen took to Twitter to describe the scene on day one as “a poor message for Test cricket”.
Support for Test cricket is dwindling the world over and I’m not sure any amount of evolution or bells and whistles can save the format.
The Durban crowds are in stark contrast to even last month’s meaningless T20 international tri-series across Australia and New Zealand, which were well patronised. The February 3 clash in Sydney between Australia and the Kiwis saw an attendance of 25,621 – a great turn out considering the scheduling of the series after a glut of international cricket and in the hangover from the Big Bash.
The caveat is that Test matches in Durban and Port Elizabeth have never traditionally drawn the numbers that bean counters and board members pine for. The late summer start to this series also sets up a clash to get bums on seats and eyeballs on screens with Super Rugby’s traditional February season start.
Given the first Test started on a Thursday in late February, some grace could be afforded. Tickets were offered at a discounted rate to encourage fans, however they still didn’t come, with the weekend’s numbers just a tick under 5000.
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English broadcaster BT Sport reportedly coughed up £80 million for the rights to distribute the Ashes coverage, with an average daily viewer count of less than 100,00 and a peak of 340,000.
However, nearly 15 million people tuned into Channel Nine’s broadcast of the five-Test Ashes, a peak viewing audience of 2.3 million during the Sydney Test.
That was coupled with the best gate attendances since Don Bradman wore the baggy green, with 866,732 peple collectively attending, making it the second most attended of all time behind only the 1936-37 series. The numbers fly in the face of England’s Moen Ali who proclaimed, “The crowds were disappointing in general.”
The numbers never quite tell the whole truth yet they are a close approximation and Test match cricket in Australia is hanging on.
Perhaps Australia, the spiritual home of one one-day cricket under lights, is one of the last bastions for Test match cricket?
Tim Part
Roar Rookie
You're right. Sort of. I'm one of the most tragic badgers you are likely to meet, but I haven't watched every ball of a Test match in 20 years. I don't think anyone expects the public to watch all of a match. Attendees - one day or two. Viewers - a couple of hours here and there on a weekday, more at a weekend. But there is a lot that can be done to intelligently package the content. Long-form highlights in primetime, clips on social media all have a role to play. We shouldn't give up in Tests, we just have to work harder to keep up with consumer behaviour and play in the space cricket, and sport more generally, now finds itself: entertainment, competing with Netflix, social media, and drinking with your buddies.
Tim Part
Roar Rookie
While for the most part the problem may be down to simple local economics in terms of disposible incomes, I think a lot more could be done around the world in taking a more intelligent approach to pricing and marketing Test cricket. Pricing: you have to look at the cost of a day out at the cricket in the round. Don't try to recoup all your costs through ticketing. There are loads of ways to maximise revenue - sponsors, corporate gigs, data sales, food & beverages, merchandise... Boards and ground owners need to look at the PnL as a whole and work out what the crowd really wants and values. Marketing: gone are the days when you can just put massive posters on transport media and wait for the crowds to roll in. Fans, die-hard and casual alike, need personalised, regular messaging to secure their custom. People come to cricket for different reasons; some come for the sport, some come for the social aspect etc etc. Get hold of the data and sweat it intelligently.
Kris Hateley
Roar Rookie
I agree with most of the authors comments. Test cricket is probably finished - at least as we know it. I'm usually amused at those making a case for the continued existence of test cricket. No-one has time to watch a five day match and the viewers are where the money is.
John
Guest
I think South Africa and a lot of other countries should make entry free to test cricket. I think this would be the best way to generate new support for it.
tyrone
Guest
when were those games? Last decent crowds were when Botham played for QLD
Tokenism
Guest
South Africa is now very ‘African’ to what it was 20, 30 odd years ago. Africans were never into cricket. It was a white man’s game. South Africa needs to concentrate on staging tests around holiday time and it will get some interest.
BrainsTrust
Guest
India pays more for test cricket than any other nation, the viewing figures would also be the highest. I am not sure what planet people are on, but India funds test crficket and thats why people want to join the club. South Africa are mainly feeders off Indian money. The Indian and Pakistan community in North America have created a demand for cricket in that region. Australia the majoriity of cricket fans are part timers seem to be only interested in the cricket season, so Australia while it pays a lot of money for domestic test cricket , Australia pays a lot less for overseas cricket rights. Furthermore Australia doesn't have the cricket tourism that England has. England fans will follow their team around the world and bring tourism money. So of the big three cricket economies , Australia makes barely any contribution to overseas cricket, and is the least important to the future of test cricket overseas.
Simoc
Guest
Pauls out of touch with the real world. He's probably a politician. Obviously he goes nowhere near a Pura Cup game (Sheffield Shield for you Paul). However, crowds at this Kingsmead venue are normally poor. I think the next games the crowds will be closer to a single game of T20. I'de expect all pre teen kids now to opt for a career in T20 as that is where the excitement is.
Aaron Callaghan
Roar Rookie
I would have loved have written about it 3 days ago negative Paul however I have a life and I was waiting for the 5th day to post it up, you know when all the crowds have filtered through the turnstiles. The issue is South African test matches don't draw crowds. Cut me some slack anyways negative Paul, I'm just trying to do my thing. Thanks negative Paul.
Aaron Callaghan
Roar Rookie
Paul drops the napalm every comment!
Oingo Boingo
Guest
I DARE say that , there are plenty saving for their visas to relocate, and the ones who have forced them into a position where they have to do so , don't care about the gentlemans game or its fans .
Cantab
Guest
4K isn't too bad, it's than most test matches get.
Paul
Roar Guru
what rubbish, Anon. There have been a number of games with these sorts of crowds, especially the finals of the Shield. I also didn't realise you were were an expert about whether sides were taking Test cricket seriously. I'd just love to hear you run that line past the Indians, the Kiwis, in fact, anyone good enough to get onto a Test field. Why, if other sides aren't taking Tests seriously, are Ireland and Afghanistan so keen to join the other Test playing sides? Test cricket is a long way form being dead and only people like you ind these games a nuisance.
Paul
Roar Guru
There was an article almost the same as this just the other day and a response from a Roar supporter in SA described the situation perfectly. This is a no issue.
Sydneysider
Guest
Unfortunately I agree with you Anon. It's obvious that outside of England and Australia (especially Australia with the key test matches happening during the school summer holidays) that test cricket isn't a big crowd puller. Having matches during workdays when people can't attend is a big problem.
Aaron Callaghan
Roar Rookie
Fair call, it's still interesting to write about and explore!
Aaron Callaghan
Roar Rookie
You're probably right, Australia and England are all that's left. WIth regard to Shield crowds, I was being a tad cheeky.
BrainsTrust
Guest
Whatever happens inside South Africa is pretty much irrelevant as I ponted out 60% of their money comes from India. Half the rest would come from overseas. Rugby is mainly funded by South Africa itself, and their football league is funded locally. Test cricket is a big economic benefit to the country because of English tourism when England visit, in addition to money from Tv.Just like the Ashes gets the big crowds in Australia same applies to South Africa. So lets say get rid of test cricket lets expand T20 leagues. Well India and England keeps all their money and South Africa gets nothing in that Situation. Same applies to every other small cricketing nation.
Marshall
Guest
Absolute beat up. Many South African friends on the forum have described the somewhat perfect storm of events that have lead to poor attendances here.
anon
Roar Pro
Shield games would be lucky to get 30 people in attendance. There hasn't been 3,000 at a Shield match in decades. I have long said that people don't like Test cricket outside of Australia and England. They find it really boring. In addition, it's only the Australia, England and South Africa team who actually take playing Test cricket seriously. The rest of the world find them a nuisance.