A-League Round 6 showed Ten and Paramount the potential bang for their buck

By Stuart Thomas / Expert

In pleasing news for Australian football, the 2022-23 A-League Men season has started well, every team has tasted success on the pitch and crowds are trending positively.

Despite some ordinary weather across much of eastern Australia during the opening rounds, as the skies have cleared and the Qatar World Cup looms, people have been out in noisy droves, with Round 6 potentially displaying to Ten, streaming arm Paramount+ and parent owners Viacom CBS exactly how profitable their investment could be in the long term.

It is difficult to explain exactly why there is such a positive feel around the league at present, yet a weakening fear of COVID-19, the Socceroos’ pending World Cup participation, better depth in squads off the back of some much-needed investment, dynamic young players and a more settled stadium situation have no doubt all played a role.

Sydney FC are kicking goals at their flashy new Allianz Stadium, despite the scope to be better on the pitch being considerable. Adelaide United are enjoying something similar with a refurbished section of their ground helping draw 13,504 fans to their clash with Victory on Friday night. The Phoenix are finally home, playing well and hopeful of drawing more and more fans as the season unfolds.

The Wanderers are back and firing after multiple seasons in purgatory, the Mariners continue to impress and connect strongly with their local community, and Melbourne City grows off the back of the parental control of the City Football Group, which is determined to make them the most powerful club in Australia.

Based on recent seasons they are halfway there and another championship in 2022-23 may confirm City as a likely omnipotent presence in the A-League finals.

(Photo by Kelly Defina/Getty Images)

Ten and Paramount have caught a glimpse of exactly what this much-maligned thing we call the A-League could be, should its guidance and management be handled well over the next decade.

The Sydney Derby appeared to be back on the radar on Saturday night, with over 34,000 people rocking up to Allianz Stadium, creating an atmosphere that has been missing from the league for some time.

It is no coincidence that both Sydney FC and Western Sydney Wanderers are now settled back into their home digs and, after four years where one or both were misplaced, the predicted pick-up in emotional investment is exactly of the level predicted by those passionately in support of the competition.

Combined with Adelaide emerging as a new contender under Carl Veart, Victory’s solid base that will continue to come out in force across the entire season, and the returning fans reconnecting with the Wanderers, the A-League Men may well have ridden out a troubled period both prior to and during the pandemic years.

In terms of attendances, Perth Glory looms as a frustrating problem after being displaced from their traditional home of HBF Park by forces beyond their control, and Brisbane Roar should be pulling better crowds in Redcliffe, in a key market the league needs to be humming along.

Western United and Macarthur FC remain supported by few, yet are both hopeful of growing into clubs capable of drawing far larger crowds as their footprints become more established in their communities.

Despite those imperfections, the average A-League attendance is contextually up on 2018-19 figures, when 1,407,148 people attended 134 home and away matches.

With 156 fixtures slated for this season after the inclusions of Macarthur FC and Western United over the last three years, the current attendance figures suggest nearer to 1.5 million people will attend matches in 2022-23.

This is bolstered by BBL crowds being likely to continue to fall in the wake of competition organisers playing so many matches that few people can financially or emotionally afford to remain engaged, and the current NBL season experiencing an eight per cent down turn in crowds compared to 2018/19 figures.

The recent T20 World Cup and the subsequent media fallout showed that Australian-supporting cricket bums on seats are in significant decline, the WBBL has begun and continues with little attention or interest, and even the AFL (10.1%) took a significant hit in terms of attendance when compared to 2019 figures.

If that is not encouragement enough for Ten to review current metrics and be excited about the potential they have in the palm of their hands, I’m not sure what is. Perhaps an appearance on the main channel the next time the corresponding fixture rolls around is in order?

Either way, those having invested in the A-League would have been impressed with not only what they saw in Round 6, but also the potential growth we are seeing in the league and the new/returning fans being drawn to it.

With most Australian sports struggling to draw crowds thanks to the financial strain families across the nation are feeling, the A-League appears to be doing a better job than most and should be commended for a brilliant start to the post-pandemic period.

The Crowd Says:

2022-11-18T00:33:07+00:00

Samuel Power

Roar Rookie


The Sydney Derby drew 75,000 on 10Bold and 70,000 for the pregame, add that with Paramount+, it would've been well over 100,000.

2022-11-16T23:50:51+00:00

Ac

Guest


Does anyone know the tv audience for big clash on Saturday night?

2022-11-16T23:44:07+00:00

Wanderingkooka

Guest


Ten does have a weekly discussion show (round ball rules) but seems to be only on 10play. Why can they make it available on paramount and put it on bold or whatever say at 10:30 on a wed instead of the third repeat of some crap show. Personally I would change the name of the show.

2022-11-15T23:54:34+00:00

chris

Guest


Mid are you in Melbourne? Ch 10 in Sydney has very little AFL and correctly reflects the interest levels in Sydney. I think the football coverage on 10 (in Sydney at least) is excellent. Many times the lead in sports story is about football. I don't watch the other channels but it doesn't surprise me that they don't cover football. Too many old men stuck in the 50's still running those stations.

2022-11-15T23:37:07+00:00

chris

Guest


Very good point. One I'm sure the suits at FIFA have given strong consideration to (NOT).

2022-11-15T23:28:04+00:00

chris

Guest


Saffi - no they don't count them. Obviously Paramount would know who is watching what but the official OzTam viewing stats do not include them

2022-11-15T20:48:05+00:00

Steve

Guest


Ch 10 has a responsibility to nurture and support the A-League, just like ch 7 does with afl and ch 9 does with nrl. With more publicity the game will grow exponentially. Cmon ch 10 lets get serious about investing in proper marketing and publicity.

2022-11-15T09:18:35+00:00

Waz

Roar Rookie


Agree with (most) of the sentiment here - two consecutive rounds where the football was all the talk is just what the competition needed. Now it needs to reemerge after the WC with a bang. The comment “Brisbane Roar should be pulling better crowds in Redcliffe, in a key market …” is not incorrect. They should. But they’ve had 2PM kick offs twice in the blistering sun, is it a surprise few turn up? Although the two games at Suncorp were poorly attended (by Roars standards) which should set alarm bells ringing … not that anyone is listening anymore. Anyway, let’s hope the WC is a good one and R7 keeps up the good work.

2022-11-15T07:23:35+00:00

Tigertown

Guest


Good luck for the mighty Matilda’s team tonight. “The CommBank Matildas will complete their 2022 international calendar in Gosford as they meet Thailand in the second match of the Seven Consulting International Series on 15 November at Central Coast Stadium.”

2022-11-15T04:37:55+00:00

Para+Ten ISUZU Subway support Australian Football

Roar Rookie


SS - Melb C is still a work in progress and it will take a few more generations to build this club up to where it belongs. As sure as the sun will rise every morning, it's going to happen, and the rivalry between the big two: Victory and City will eventually be legendary. Just like the Sydney derby. I will never miss either derby on 10 Bold whilst I am alive. Adelaide one day, needs a derby too, just like the Sydney derby and the Melbourne derby.

2022-11-15T04:27:47+00:00

Brainstrust

Roar Rookie


The expectation with a 5 year deal and being owned by Paramount and having little other sport, Channel 10 would go rolls royce deluxe like they did with the BIg Bash. The reality is totally opposite, its been a piddling effort . On the other side of the ledger the media coverage outside of 10 has completely dissapeared. The reason seems to be leaving Foxtel because early days the A-league received heaps more coverage and was totally on Foxtel. The question to be is why dont CHannel 10 do the job and promote the A-league properly, and then see what the ratings are.

2022-11-15T04:23:39+00:00

Para+Ten ISUZU Subway support Australian Football

Roar Rookie


Very true paceman and Grem. However, we now have the means to change this. Why? Because the A-League players are now stepping up to the challenge by being considered for selection: not only for the squad (now 26 players which helps, a lot) but also for the starting 11 positions. Love him or hate him, this is all due to Arnold taking a more hands-on role in all of the national team's preparation and selections. This is good planning and we now can build on this by selecting more and more national team players to play in the national team from the A-Leagues. This will help our position in the current media's focus, especially if we are truly competitive on the world stage with the A-League representatives. The ALM will be more and more in the media's focus, because we will develop hometown heroes playing locally and on the world stage, without having to rely on the overseas contingent to qualify directly for future World Cups. Of course, the superstars playing overseas will always be welcome, but the pressure will be well and truly off. A truly competitive National Football Team made up of A-League local heroes. This is something that, the whole of the Australian media cannot ignore.

2022-11-15T03:59:20+00:00

Midfielder

Roar Guru


Difficult to make huge judgements as its a tad to early... However, both crowds and ratings are up by I think more than 15%... thats good anyone expecting to bounce back to 2010 thu to 2012 levels does not understand business.... My biggest concern and I wrote an article and sent it to the Roar but remains unpublished as it sat in the quay for days until tossed... and that was promotion or more importantly cross promotion which does not exist to anywhere near the extent it should on 10. I get because of weird Australian laws Melbourne Ch 10.... as I have a digital broadcast certificate as we can't get regular FTA because of interference by hills around us...AnyWho watching 10 sports news is akin to watching the AFL show... and the Project seems to have guesses needed to crack and AFL joke as part of the appearance.... However random observations.. Quality is up WSW have improved WSW & SFC back at their home grounds Jerks improving Nix maintaining quality AU following the Mariners model more closely with youth develop and in your run on team. WU.... so many issues, crowds, where is the stadium, marketing ... even away crowds don't seem to wanta come... Cows... marketing is the elephant in the room they make all the right noises about marketing... but their connection to the local area and local association is by any assessment poor... Perth.... not sure what the issues are but they keep sliding backwards Weather has been mostly poor with many matches rain effected .... Paramount broadcast teams... * I don't have an issue with the broadcast but I accept some have... they need to Fix it... * Overall the quality of the broadcast teams IMO is an upgrade on what we had before and reasonable... could be a little less bland.... presenters mostly good... still need a little more... * We need a couple of weekly panel shows . *As discussed earlier need more cross promotion. *We have mega times more games than we have ever had before but its beyond poor in letting us know.. Paramount need to lift their game... * Ch 10 need to understand we are not an AFL broadcaster... the Melbourne 10 has AFL content maybe four or five times more than Football... * Cost is cheap especially for what you get. Almost no media outside 10, BB is still a huge threat

2022-11-15T03:31:20+00:00

Garry

Roar Rookie


The other thing FIFA doesnt seem to consider is the fans. I watched a show showing Argentinians working hard and building huge debt to attend these games at the ‘cheapest level’ – $311 for a container crate anyone?. Does FIFA really think most fans would be able to do it every 2 years? FIFA seems to think fans have bottomless money but for many a FIFA WC is a one off and/or they spend the 3 years beforehand raising the money.

2022-11-15T02:58:56+00:00

Buddy

Roar Rookie


I can't say I spend anytime looking at attendances at other codes or sports; my concern is numbers involved in the round ball game. I thought the crowds at the WC T 20 looked pretty good, especially the semi final between India and England and then the final. They tend to reflect our changing population! In relation to BBL and football, I'd say we have two vastly different products. We have a game that worldwide has been around for a long time that we are still nurturing and trying to grow and attract people in for "the long haul". I have been totally opposed to the logic applied for expansion and to date my own theories have been correct (I believe). However, if the authorities are going to persist long term they have to find ways of marketing the club and the game and giving people a reason to go along and "buy into the proposition" for the long haul. By contrast BBL is surely just a temporary fashion and people have been drawn in by gimmicks and advertising and promotions and "all the fun of the fair". After a while, the shine falls away and it isn't as attractive as it was when it first came along - particularly when there is so much of it. Therefore crowds decline and someone will come up with another idea to try and generate interest in something that isn't anything like test cricket. On a separate note, there has been a fair bit of talk about having a Football World Cup every two years and the first thing that many of us say is that it will kill it as a tournament. The four year cycle creates a holy grail of sorts; lots of qualifying, drama and heartache/heartbreak. There is great anticipation for the finals even if they are being held at the wrong time of year in a country that many believe (including Mr Blatter - the ultimate irony) should not be hosting them. Make it more frequent and interest will wane quickly imo.

2022-11-15T02:32:44+00:00

pacman

Roar Rookie


Grem, I suspect you are correct insofar that there are many hoping for poor Socceroo performances. Most are employed in the media, of which a well known segment is not invested in soccer, and is doing its best to ignore the WC. My local regional Qld rag (I use this term advisedly) did not run one article on the 2018 WC! I challenged the sports editor, but would have been better off having a discussion with a turkey. Couldn't even publish match scorelines. There will likely be changes for this WC, because said rag has evolved into a real estate catalogue, and a gamblers' tipping guide, covering some peculiar sporting events. The WC should be a shoe-in for inclusion, and will be a source of annoyance for some. God knows how this town will cope with the 2032 Olympic Football Group Qualifying matches it is to host. The local dignitaries making up the local Olympic Committee are coming out with unrealistic visions of infrastructures accruing to the area, and even hosting events that have not, and never will, be allocated to the area. But the sokkah? Not a mention!

2022-11-15T02:05:41+00:00

Grem

Roar Rookie


The expectations on our Socceroos from most people is ridiculous. I also can’t believe how many people seem to actually want the Socceroos to perform poorly – something I notice on posts on The Roar. No wonder The Socceroos were quite short and even angry towards the media after we beat Peru and qualified. They must feel extremely frustrated and disappointed at times. The Cove’s t-shirt just about sums up football generally – hated and proud!

2022-11-15T01:28:17+00:00

Saffi

Roar Rookie


Positive article Stuart on a positive weekend of A League action. I watched three A League games on paramount and the Matilda’s on Ten. Does my paramount viewing get counted anywhere in the stats?

2022-11-15T01:02:35+00:00

NoMates

Roar Rookie


Crowds are one thing, TV Ratings are another - That is where the money is FACT. If no one watches the games they lose money. Ratings where dire until the Sydney derby rejuvenated them but still no one is watching the Sunday games that have failed to rate since there inception this season. Even the Matildas game failed to rate. TV money like image is everything, the ALM has a dire image but its getting better slowly i just feel that Paramount will pull the plug on the comp if ratings flop again.

2022-11-15T00:21:18+00:00

Garry

Roar Rookie


Unfortunately their coverage is still an issue tho. I was watching the Jets game but had to leave it to get to the derby. I tried to watch on my phone but couldnt get the app to show the game. I was forced to miss the last 15 mins.

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