13/03/2007 : Yeovil Town Blog : The Effect Of Friday Night Football Upon Attendances
13 March 2007 : The Effect Of Friday Night Football Upon Attendances
At the February 2007 Customer Charter Meeting, the club considered introducing more Friday night matches for the 2007-08 season in an effort to boost attendances at Huish Park. This hadn't really been considered before and wasn't mentioned as part of Ciderspace's September 2006 Supporters' Survey and so with that in mind, it seemed wise to consult supporters a second time to gauge their thoughts on the proposition.

The raw statistical results can be found here. There were 249 responses from supporters, thus providing a fairly good representation. Like the September 2006 survey the only obvious flaw in the representation is the abnormally high level of submission from full-paying adults, making up 84 percent of the vote. Only 2 percent were from OAPs whilst 4 percent came from Under 16s, which we somewhat doubt represents the overall split amongst the Huish Park population.

In a nutshell, the proposal to introduce more Friday night games next season gets a fairly hefty thumbs down from supporters. Consistently throughout the survey, the general theme is that supporters would be less likely to attend matches, less likely to buy season tickets and less likely to spend money at the ground. Hence our strong recommendation would be that the club should not consider going down this road.

Looking at each response in detail, on an individual match-by-match basis, playing a game on a Friday night would make a whopping 57 percent of supporters less likely to go to a game. Only 15 percent considered this to be a potentially attractive proposition.

Of course sometimes playing a game on a Friday night can have other commercial justifications. When an England international is played on a Saturday afternoon, the club have to offset the risk of losing supporters who may be watching the international games against the risk of losing supporters who would not be able to make a Friday night (or similar) fixture. That is obviously not always a straight-forward decision to make, but the above shows that where a match is moved to a Friday night without an obvious reason, that it risks reducing crowds at Huish Park, rather than the net gain the club were hoping for.

Given that inevitably sometimes Friday night fixtures do get scheduled by the club, we also asked a series of questions concerning the effect that it would have upon season ticket sales. Given that typically a season ticket holder gets the financial equivalent of roughly three "free" games, such a supporter can still afford to miss the old fixture and not lose out financially. However, what would be the effect upon that person's decision making if the number of Friday night fixtures were increased, when it comes to them purchasing their next season ticket?

The good news is that 50 percent of our respondents stated that they are almost certainly planning to buy a season ticket next season. In fact a massive 87 percent went as far as to suggest that they could be persuaded to buy one, given the right package, even if 10 percent of that number considered that to be probably unlikely. That is undoubtedly a large percentage of customers willing to listen to what the club have to offer them this summer, and shows that the right level of marketing and PR from the football club could reap dividends.

Of course not all of those 87 percent will buy a season ticket this summer. If the package offered is 'wrong' for that individual, they will ultimately say no to that offer. So the three questions that followed (Questions 3-5) were designed to determine what effect increasing the number of Friday night matches would have upon the prospective season ticket holder's decision whether or not to purchase a season ticket.

When just three games are switched to a Friday night, there is a moderate swing of 38 percent against buying a season ticket, with over half of those who voted saying that this would make no difference to their decision making. However, once the number of Friday night games are increased, this tips the balance for many, with 55 percent considering six Friday night matches to be a negative factor and 58 percent considering ten Friday night matches to be a bad idea. Across these three yardsticks, the numbers who consider this to be a good idea remain constant at around 7-9 percent, suggesting that the market for those who would enjoy Friday night football is small and fixed. But overall, the pattern is that the more games you switch to a Friday night, the less season tickets you will sell, and that is clearly not a good sign.

The next three aspects that were looked into (Questions 6-8) assumed that a particular supporter had managed to get to the ground on a Friday night. What effect would the altered kickoff time have upon their spending habits at the ground. Certainly for evening matches in general, there is a feeling that supporters probably turn up a little closer to kickoff than they do for Saturday matches. At a guess, this is related to the majority of adults working a 9-til-5 sort of day then needing to pick up other family members from home before being able to get out to Huish Park. Thus the time between arriving at the game and the match kicking off gets heavily squeezed, and thus the ritual of the pre-match pint, the walk around the club shop to suss out new merchandise and the pre-kickoff pasty could be in jeopardy. But does that theory stack up in the results?

For the most part, it does. There are 35 percent of supporters who believe that Friday night games would make it less likely for them to buy a drink before or after a game, although 15 percent say it would make them more likely to - probably because many supporters usually treat Friday nights as their opportunity to sink a few more beers than they normally do during a week. But the majority do not see it that way.

The club shop would also suffer - to probably a greater extent. Just 4 percent believe they would be more likely to visit the club shop on a Friday night, whilst a total of 39 percent would make it less likely. This makes sense as if you have less time between parking your car and the match kicking off, then like the club bars, making a trip to the shop is most likely to be sort of thing you are forced to compromise on.

The one area that doesn't suffer quite so much is the club teabars. There is a very slight leaning towards not spending as much on a Friday night with 21 percent saying they would be less likely to spend money, whilst 16 percent say they would spend more. This suggests that the teabars would be more or less unaffected by Friday night football and considering the reasons for this tends to back up that theory. Having got inside the ground, the "squeezed" time is not so great and so the decision of whether or not to buy food or drink inside the ground is probably much the same as in any other game at Huish Park. Indeed the club could benefit from those who have been unable to get the time to cook themselves a meal at home.

For these three aspects of spending money in and around the stadium on matchdays, the club should already be able to produce some hard figures for this. The difference between Tuesday night takings and Saturday afternoon takings should be more or less the same as the difference between a Friday night and a Saturday afternoon, with the possible exception of the club bar takings, given that most people have to get up for work the day after a Tuesday match. So this sort of data should be easily to hand for the club to analyse right now.

Finally, we asked for supporters to supply their own "gut feel" on what the overall effect that Friday night matches would have on attendances and spending around the ground. This was aimed at getting the perception that supporters have of this idea. Again like other questions asked, the proposal got the thumbs down. A total of 64 percent of voters believe that Friday night football would reduce attendances, whilst 54 percent believed it would imact upon spending at the ground itself. Only 19-20 percent of voters could see this as being a positive thing.

One final thing that we believe the club should consider when considering Friday night football is the unusual demographics of Yeovil Town's support. Unlike many Football League clubs where the majority of their support comes from within a large town with a six-figure population, Yeovil Town is unusual in that a huge proportion of its supporters come from the outlying villages and often even further afield. One in five of the voters in our survey travel over 50 miles to get to a home game and over two in five travel more than 20 miles to reach Huish Park.

This means our supporters do a lot of significant travelling to get to games, which is time-consuming, and that has to be an important factor when considering the effect that can have upon the "squeezed time" referred to above. What may be possible for a supporter living in Bristol or Bournemouth for a Saturday afternoon match may become an impossibility when rearranged for a Friday night. The inevitable stress-inducing jams through the Friday night rush-hour and the prospect of getting home around midnight may not be as attractive as a full Saturday out with the family.

Of course it is conceivable that this survey overlooks one possibility - that there is a significant untapped market of people who would be Yeovil Town supporters if only there were Friday night games, but are at present do not actively follow the club and therefore do not read sites like Ciderspace. If the club believe that to be the case then they should be conducting their own market research of South Somerset, targeting those who currently do not watch Yeovil Town matches. However, even if it is discovered that there is a significant market share out there, it is a brave company that goes against the existing market it currently covers.

Link: February 2007 : Ciderspace Friday Night Football Survey.


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