Sunday twilight games not just bad for fans

Guy McKenna

Speaking after his side's 38-point win over St Kilda on Sunday evening, McKenna was asked an initial question about his team playing the graveyard shift at Etihad Stadium.

It's one of the more unfriendly times in the entire AFL fixture. But, with the league reducing the number of Sunday afternoon matches in Perth – games that start at 2:40pm in the west - more and more of these Sunday twilight matches are being scheduled at Etihad.

Usually they involve lower drawing Melbourne sides like the Western Bulldogs and St Kilda and often the matches are played against an interstate opponent. As a result, crowds are generally a little light as seen by the fact only 16,525 people rocked up to see the Suns bury the Saints.

It was a bit unclear, though, as to whether the official press conference had started on Sunday evening as McKenna spoke while sound techs adjusted microphones. Either way, his comments about the game's scheduling were broadcast.

"Yeah these 4:40 Sunday games," McKenna said.

"Not great for …. Only 'cause of the curfew at Gold Coast," he added referring to an 11pm cut-off for flights coming in to the glitter strip airport, one that meant the Suns spent an extra night in Melbourne.

"AFL don't get this feed do they?" McKenna asked as he realised the cameras were rolling.

"Well, I'm sure they know that. So I just don't know why they don't put a rubber stamp on us and say  …

"(We're) happy to play Sunday but just don't make it 4:40. You can fly in later to Brisbane can't they? If they wanted an interstate team to play late on Sunday …"

McKenna's comments are hardly that controversial and most coaches would probably have no concerns with voicing them loud and clear.

But they do highlight the fact this season's draw seems to have been designed more with television in mind than the general fan attending the game.

Although the AFL could mount a convincing argument for Sunday's game being scheduled so late as to give St Kilda maximum recovery time after they played the previous Monday night, one imagines two-and-a-half hours here and there probably wouldn't make much difference.

But for the Saints' bottom line it might have made a huge difference. Sure St Kilda are struggling for form but an earlier time slot on a day when there was just one football match being played may have meant an extra five thousand bums on seats. That, in itself, may have meant St Kilda not making a loss playing this match at Etihad on a Sunday night.

Yet a 4:40pm time slot is probably prime time for Fox Sports to broadcast a footy match over dinner time on a Sunday evening and this is probably the real reason for the time slot.

This sort of fixturing is hardly surprising given that the last few weeks has seen the rounds stretched out over several days despite the fact only six games are being played during these bye weekends.

Last week, it was St Kilda again, playing a Monday night match that probably rated rather well for Fox Sports, even if it may not have achieved the 371,000 viewers the same fixture earned for Channel 7 last year when it was broadcast on free-to-air TV.

And, this week we also had Adelaide playing Collingwood in a Thursday night match that proved a ratings bonanza for Channel 7. According to the Australian newspaper, this match averaged 568,000 viewers while in Adelaide alone it averaged 208,000 viewers.

The increasing focus on making sure the television product is good is probably one reason fans are disenchanted with the AFL and just another thing incoming AFL boss Gillon McLachlan needs to think seriously about.

But as a product, footy games look best when televised at night while also rating the best as people sit down to watch prime time AFL.

The problem with this, though, is that more games at night means less games for the league's traditional afternoon time slots, times that are generally more family friendly.

Instead, disenchanted fans are simply voting with their feet as fixturing issues combined with ticketing increases, the high price of footy food and a poor quality spectacle to reduce the number of people at grounds. Instead, they're getting their footy fix by just watching these games on TV, maybe while eating a large pizza that cost them less than a pie and coke at the game.

St Kilda v Gold Coast and the dismal crowd at that match is probably a testament to that.

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