While the ticket pricing system has been blamed for a drop in attendances in the opening two rounds, figures show that club member 'no shows' have been a more significant factor.
AFL general manager of commercial operations Darren Birch says the League is set to review how club memberships are structured to give supporters more choice and boost attendances.
"We have a lot of people with access to the games through memberships that, for one reason or another, chose not to attend in round one and round two," Birch told AFL.com.au.
"There's a bit of work to do be done on that this year.
"We're forming a membership review committee with the clubs to have a look at the structure of membership and what might be a way of driving attendance through membership.
"We really need to have a look at how we can incentivise members to turn up … how can we market to those people to go to one more game?"
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Of the 34,291 Richmond members who had access to general admission seats in the Tigers' Thursday night clash against Carlton in round one, only 12 per cent (3,991) attended.
Meanwhile, more than 90 per cent of tickets in the two highest-priced categories were sold under the new variable pricing system, with just 1,617 of a possible 17,160 seats left available.
Birch conceded the AFL had not explained its new ticketing system adequately to the football public.
He also admitted the League had erred in making the Essendon versus North Melbourne match at Etihad Stadium a ticketed game, after an attendance of 42,332.
Under the new variable pricing system, there are seven price categories at the MCG for an A game, ranging from $25 for a low category seat to $60 for a premium seat.
Some price points at the MCG, such as a level four seat, have become cheaper, while other premium seats have increased in price.
"Variable pricing is about maximising attendances, finding a way to maintain affordability for fans and also maximising the financial revenue for clubs," Birch said.
"We've actually dropped prices at the bottom end … a reserved seat at the MCG used to be $36, it's now $25. But you can't do that without countering it at the top end.
"So yes, the best seats in the house have gone up, we don't shy away from that, but they are the best seats in the house.
"If you don't want to choose to sit in that seat and you want a more affordable seat, you can buy a ticket all the way down to $25."
Birch said the AFL's "disjointed" start to the season, which saw round one stretched across 10 days, had played a role in attendance figures.
He also said the AFL had a role to play in ensuring associated costs with going to the football – such as food prices, ticketing fees and transport costs – remained affordable.
"The one thing the AFL doesn't do is take its fans for granted," Birch said.
"At the end of the day, you can get into a game of footy for $25 and that's a fantastic entry price."
Twitter: @AFL_Nathan
Of the 34,291 Richmond members who had access to general admission seats in the Tigers' Thursday night clash against Carlton in round one, only 12 per cent (3,991) attended.
Meanwhile, more than 90 per cent of tickets in the two highest-priced categories were sold under the new variable pricing system, with just 1,617 of a possible 17,160 seats left available.
Birch conceded the AFL had not explained its new ticketing system adequately to the football public.
He also admitted the League had erred in making the Essendon versus North Melbourne match at Etihad Stadium a ticketed game, after an attendance of 42,332.
Under the new variable pricing system, there are seven price categories at the MCG for an A game, ranging from $25 for a low category seat to $60 for a premium seat.
Some price points at the MCG, such as a level four seat, have become cheaper, while other premium seats have increased in price.
"Variable pricing is about maximising attendances, finding a way to maintain affordability for fans and also maximising the financial revenue for clubs," Birch said.
"We've actually dropped prices at the bottom end … a reserved seat at the MCG used to be $36, it's now $25. But you can't do that without countering it at the top end.
"So yes, the best seats in the house have gone up, we don't shy away from that, but they are the best seats in the house.
"If you don't want to choose to sit in that seat and you want a more affordable seat, you can buy a ticket all the way down to $25."
Birch said the AFL's "disjointed" start to the season, which saw round one stretched across 10 days, had played a role in attendance figures.
He also said the AFL had a role to play in ensuring associated costs with going to the football – such as food prices, ticketing fees and transport costs – remained affordable.
"The one thing the AFL doesn't do is take its fans for granted," Birch said.
"At the end of the day, you can get into a game of footy for $25 and that's a fantastic entry price."
Twitter: @AFL_Nathan
