Dwindling crowd attendances are never a good omen in any sport or competition. The bad news is that it’s what we are facing in Super Rugby, particularly in Australia and New Zealand.
nickoldschool. The Roar
From averaging 25,000 in 2004-05, we are now down to 19-20,000 in Australia alone.
A “bad year’ can always happen, but when for the fifth year in a row you struggle to bring 20,000 bums on the terraces, you know you’re in trouble and reversing the trend will take something (or someone) special.
Why is it happening? Why are we deserting our rugby stadiums? How low can numbers go without affecting Super Rugby’s very own survival?
Results, quality on the field, costs, TV, big-name drawing cards, comfort, PR… reasons which bring us, or not, to the stadium are endless. Yet, the correlation between attendances and results is obvious and unquestionable: although each team has a core fan base who will attend no matter what, a substantial number of fans will come only if you are offering quality and, if possible, getting results on the pitch.
Look at Western Force’s figures: 2006, first year of Super Rugby, 28,300 Aussies, Kiwis and South African expats pack Subiaco Oval at every game to watch their new team take on ‘their other team’.
Exciting rugby despite many losses, great atmosphere… in other words, a success. Except on the pitch. ‘Fair enough, we are new in the comp, wait and see!’ In 2007, 27,500 spectators on average, nice one – still plenty of tries and excitement, but…’hang on a sec, do I really want to pay 50 bucks to watch my team get hammered?’
Same story in 2008, ’09, ’10, ’11, except that only 16,000 people paid a ticket last year. That’s a 43 percent decline between 2006 and 2011. Ouch!
No pointing fingers. It’s the same story everywhere in Oz. The 30,000 mark used to be an ‘okay crowd’ at Sydney’s SFS (then Aussie Stadium) a few years ago, something you expected when SA franchises or Highlanders, Canes or Chiefs (no offense) were visiting. Bring on the Brumbies, Reds or even Crusaders or Blues and you would get close to a packed house. Those days are gone.
FOX SPORT:
ARU boss John O’Neill warns the nation’s five Super Rugby franchises to lift their game in attracting spectators or risk losing funding.
A half empty stadium is the norm at the SFS these days. If you are unlucky enough to have some rain on the same weekend the Lions or Cheetahs are in town, numbers will go down to 15,000 max.
For obvious reasons, the Reds had a good year in 2011 with a few 40,000-plus crowds, but there is no certainty 2012 will get the same numbers. In Melbourne, Rebels’ managers are anxious to see if O’Connor and Beale will bring a few extra bums at home games.
Averaging 18,000 for their first year was good but not spectacular, either. They will need a few early wins to pass the 20,000 mark on a regular basis and put a smile on their sponsors’ faces and say “we told you so”.
Figures weren’t any better in New Zealand last year (averaging roughly 13,000 during the regular season, that’s 10 to 12 percent down) and it will be interesting to see if people come back en masse now that the sword of Damocles that was hanging over their head is gone (yes, they won the RWC).
Yet, it’s hard to be optimistic as Crusaders won’t draw big numbers at their home games again this year. Highlanders and Chiefs have limited potential (supporter numbers won’t surpass the total population) and the Hurricanes could have a tough one on the field without Hore, Nonu and Weepu.
The Blues can probably be slightly more optimistic as they have the population and venue to attract a 30,000-plus crowd at every game if they get things right on the pitch. And on paper, they have the players to do so this year.
South Africa traditionally boasts higher figures but their three most successful franchises (Bulls, Sharks and Stormers) lost some spectators last year – the Bulls and Sharks falling under the 30,000 mark. Paradoxically, the big gainers in 2011 were the Cheetahs and Lions who rose from 15,000 to nearly 20,000.
With the likes of Botha, Matfield, Du Preez etc gone from SA rugby, they now have the opportunity to get some success on the pitch and attract supporters out of their core fanbase, which means extra money that can be used to retain and develop young talent as players’ exodus is becoming the number one issue in SA rugby, but that’s another issue.
So what’s in store for 2012? Will the trend persist and numbers continue to go down? Are we going to see Super Rugby games in Australia attracting less than 10,000 spectators?
We hope not as it would eventually mean the end of Super Rugby as we know it – a competition with some of the best players on the paddock.
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February 7th, 2012 at 1:06 pm
Yes
February 7th, 2012 at 1:11 pm
For sure.
February 7th, 2012 at 1:24 pm
The TV viewership is also dwindling, not?
As for me, I can’t watch 4-5 games
per weekend – not even all the SA
franchises.
I also need time to watch paint dry.
O’NEILL:
The flow-on effect of poor crowds at Super Rugby games is being felt at community level, with some junior clubs on the verge of collapse – a problem that has been blamed on the ARU.
“We fund the Super Rugby franchises to $4 million,” O’Neill said. “I’m not suggesting that is on the cards to be reduced but if there is more profit generated at franchise level, then it takes the onus off the ARU to consistently pump money into the professional game.
“That leaves us more opportunity to do more at community level in conjunction with the state member unions.”
February 7th, 2012 at 1:53 pm
It’s simple winning rugby attracts bums-on-seats… in the original article J’ON spoke of ‘attractive rugby’ but you win your games and you become like the Reds increasing you average attendance from 20k to sell-out record-breaking crowds in Australia…
For the record 18k spectators on average in the heart of AFL country is exceptional considering…
Ticket prices on top of food and beverage are also starting to get a bit silly… IMO this is a big reason the Kiwi’s live interest is dwindling… far better to watch it at a mate’s house around the bbq…
Would be interesting to see Kiwi subscription tele figures…
February 7th, 2012 at 2:00 pm
I watched some of the 6N this weekend will watch 2 maybe 3 games a weekend of S15 but won’t take extra time off my schedule to do so…
Too much of the same
February 7th, 2012 at 2:01 pm
Reply to JT_BOKBEFOK! @ 2:00 pm:
a few years ago I watched EVERY S12/S14 game and sometimes rewatched it analysing the referee performance and game tactics etc.
February 7th, 2012 at 2:34 pm
Reply to JT_BOKBEFOK! @ 2:01 pm:
I won’t be waking up for 3am games if it’s not an important game anymore…
February 7th, 2012 at 3:05 pm
Reply to bryce_in_oz @ 2:34 pm:
exactly – why is that? a personal choice or is the product not that appealing anymore?
3N for example – I use to stay home to watch it but this year I recorded some games and went hiking, came back, looked at the result and deleted the game, did not even bother to watch.
Too much rugby – 3N should be every 2nd year for example, S15 is too long and I long for the S12 days!
February 7th, 2012 at 3:16 pm
And now Saru wants a Super 16.
February 7th, 2012 at 3:16 pm
Reply to JT_BOKBEFOK! @ 3:05 pm:
Probably too much rugby… but also I’m watching too much sport full-stop on top of that (MMA has caught up with rugby for mine but that’s more do to the sport becoming more available and mainstream)…
S15 I don’t mind watching re-runs on the big games these days… but I’m also more inclined to see the score first…
Ease of use of PVR’s, blogs, online multimedia must definitely have played a part in that… it’s just so ‘on-tap’ rather than worrying about missing out…
Still do 3N and tests live though unless it cannot be helped…
February 7th, 2012 at 3:38 pm
Ja and winning rugby has nothing to do with who wants to watch.
Samoa and Fiji play pretty rugby and so too does France.
Yet when the tours come to SA, people flock to watch the All Blacks and Aussies…. not the Fijians and Samoans…
John ‘O Neill would do well to cultivate WINNING RUGBY rather than pretty rugby.
Taken a step further.
Australia experienced explosions in game growth after both their rugby union world cup victories with the Nic Farr-Jones win leading to the biggest spike in growth ever.
Johnno would do well to see to that first…
The crowds will come to watch winners.
February 7th, 2012 at 4:17 pm
Too much rugby! Too many teams in Super Series. Super Series + CC + Tri Series + Varsity Cup + EOYT + VC + … = TOO MUCH. How many times can we watch local derbies in one year and still appreciate/value the outcomes?! It starts to feel like our TV’s are possessed by rugby stars we see over and over and over. Some players are actually overexposed (bad for brand).
February 7th, 2012 at 4:23 pm
For me the TN completely killed the excitement of SA playing NZ. I really don’t care any more and didn’t watch one TN game in 2011. In the Super Series I only watched the Lions games in full … the rest I saw bits and pieces here and there. With the peaking mismatches of the EOY Tours the great SA vs England clashes we should be getting have been replaced with rubbish B team clashes.
Common things are cheap things. I don’t like cheap.
February 7th, 2012 at 8:51 pm
Reply to Kat @ 4:23 pm:
For me the TN completely killed the excitement of SA playing NZ
——
At least half of it.
But how many supporters out there
still have a recollection of the
tours of old?
How much of this overkill is the
fault of European clubs -
Players demand big money to keep them
away from the lucrative French leagues.
In order to pay and retain them, the
Sanzar unions have to play them a lot.
February 7th, 2012 at 9:38 pm
Staring to become as overplayed as soccer…
February 7th, 2012 at 11:05 pm
English is not my first language,
but I think this heading on
RugbyHeaven is stupid:
Carter looking
forward to future
February 8th, 2012 at 1:48 am
It’s a bit silly to compare average attendance with previous years when the number of games have increased. Total attendance may be flat or even up.
Likewise with the tours if old. The Boks played the ABs at Ellis Park perhaps once a decade. Great excitement, 100,000 in attendance. These days it is more like 5 times per decade with 50K at each game. Add it up.
February 8th, 2012 at 5:18 am
Not only S15 but rugby internationally is on the decline.
Some suggested stats saying this was the biggest RWC ever. Bwhahaha I am still laughing at those stats. Of course if you selling advertising you will bump up the numbers. Stats can used to sell anything even bad mortgages.
Rugby is on the decline in Australia as well. Dont let the stats fool you into what sport gets played on the paddocks on a Saturday morning. Take a drice and see for your self. It aint union let me tell ya!!!
I for one will not watch this fixed garbage anymore.
Shit it hurts to say but no more S15 and no more rugby involving SANZOO fixers for me. Really how long can you watch say Cheetahs outplaying SANZOO opposition and loose to forward passes or playing the ball on the ground.
People are not doff and some are brave enough to say no more!!
Hey even the RWC final was garbage. Really one man can knee a player ni the head and blatantly cheat with tv reviews and walk away as a hero. Garbage and it stinks. This will, like cricket, football, league, afl, cycling even Olympics come out one day.
Saying that, Rugby needs to be brave and make hard decisions. We need a global season, global competitions and global governance and allow others to join the game.
Oh and fair officiating will help return fans.
Rant over
February 9th, 2012 at 3:46 am
Reply to Kevin_rack @ 5:18 am:
“Rugby is on the decline in Australia as well. Dont let the stats fool you into what sport gets played on the paddocks on a Saturday morning. Take a drice and see for your self. It aint union let me tell ya!!!”
HOGWASH!
Have you been to a Shute shield game particularly finals or the same in the QLD premiership… attendances have INCREASED dramatically the last two seasons…
Have you been to a Rebels game last season or country Victoria club game end of last season… clearly not!
The 37-0 drubbing the Rebels got from the Chiefs was contested in an AFL pitch at the Geelong Cats (1.5 hrs outside of Melbourne in the heartland of AFL) home ground a few days back to a crowd of over 7.5k!
At the game it was announced registered juniors (U10) in Victoria had doubled this year…
The Reds went from averaging 13k to 35k live attendances with the finals more popular than any League game in their history (this in the heart of League-land)… Foxpsports viewing increased by 38% and the RWC broke every live game record in any sport in the history of the channel!
IF those stats are ‘fooling’ you… then I’d suggest you have your head checked mate…
February 9th, 2012 at 9:31 am
Stop living in La la land of the burbs and head out to real Australia. The bad news is that it’s what we are facing in Super Rugby, particularly in Australia and New Zealand. nickoldschool. The Roar should get his head read too.
Taking stats from those who have a vested intrest in those stats been high. Stats are easily manipulated like the supposed biggest attended or watched RWC or our GFC which came about sold on things that were not real.
If we dont go to a global season and stop over playing rugby will continue to dwindle.
Shame as it’s in my HO the greatest game on earth
February 9th, 2012 at 9:48 am
Reply to Kevin_rack @ 9:31 am:
You don’t watch club rugby in Sydney, you don’t watch club rugby in Victoria, you’ve never been to watch a Super Rugby game ‘outside’ of the city in areas where it is not ‘supposedly’ supported… you don’t have a leg to stand on with factless sweeping statements…
Oh I’m sure Victorian U10′s rugby official ‘made-up’ the huge growth in registered players or Shute shield official did the same… or even Suncorp Stadium officials and subscription television’s head-honcho’s also ‘collaborated’ for their stats…
Next thing you’re going to tell me that George Bush was responsible for 911?
Sweeping factless statements from someone that doesn’t attend live rugby at any level…
February 9th, 2012 at 9:58 am
Reply to bryce_in_oz @ 9:48 am:
“Stop living in La la land of the burbs and head out to real Australia.”
Fuck me… if this doesn’t take the cake… from someone who lives in Sydney’s Burbs and doesn’t attend any form of rugby union at any level…