AFL Fixture Release Strategy Shifts to Boost Primetime Appeal

Key facts

• AFL to confirm next set of fixtures after round nine next week.
• League considering revealing fixtures from round 16 to 23 in two blocks.
• Final round timeslots to be confirmed later to maximise interest.
• Sydney Swans are a prime candidate for marquee timeslots due to strong performance.
• Gold Coast has requested a Friday night game against Collingwood in round 17.
• AFL previously announced remaining fixtures in mid-May, excluding round 24.
• As few as four rounds may be unveiled in the upcoming fortnight.

Sydney Poised for Primetime Spotlight

Sydney is set to become the Australian Football League's marquee attraction as the competition nears the finalisation of its next batch of fixtures. The league has informed its clubs that the upcoming schedule is expected to be confirmed next week, following the conclusion of round nine. This strategic move signals a significant shift in how the AFL manages its broadcast schedule, aiming to elevate the appeal of late-season games. The league is weighing two approaches for releasing the latter part of the season's schedule: either unveiling all fixtures from round 16 through to round 23 at once, or staggering them into two distinct releases. This flexibility is designed to allow for the inclusion of blockbuster matches and ensure that teams vying for finals contention feature prominently in the most coveted timeslots. Whichever method is chosen, the AFL intends to delay the confirmation of the final round's timeslots until much later in the year. The objective is to guarantee peak interest on the season's last Sunday, a stark contrast to previous years where late-season scheduling decisions sometimes led to less compelling matchups.

Staggered Release to Guard Against 'Fizzers'

The AFL's pursuit of enhanced scheduling flexibility will see the next block of games released in two stages, with as few as four rounds potentially unveiled in the coming fortnight. This approach is a direct response to the challenges faced in previous seasons, where early announcements of later rounds sometimes resulted in anticlimactic contests. By keeping a larger portion of the schedule unconfirmed, the league's fixture planners aim to mitigate the risk of 'primetime fizzers' late in the season. Last year, the league announced its remaining fixtures, apart from round 24, in mid-May. However, the subsequent late-season decline of teams like Carlton and Essendon led to several lopsided games occupying lucrative Thursday and Friday night slots. This experience has clearly informed the current strategy to maintain greater control over the schedule's late-season appeal. The AFL will reassess for the final handful of home-and-away rounds leading into the finals, ensuring that the most critical games are positioned for maximum impact. This granular approach underscores a commitment to maximising broadcast revenue and fan engagement throughout the crucial latter stages of the season.

High-Flying Sydney Earns Marquee Consideration

High-flying Sydney is expected to receive preferential treatment for marquee timeslots from round 16 onwards, following a dominant start to the season. The Swans have already secured five Thursday or Friday night games within the initial 14 rounds. Their current standing at the top of the ladder, with seven wins from eight games at an average margin of 56 points, positions them as one of the most watchable teams in the competition. Dean Cox's side has demonstrated remarkable consistency and performance, making them an attractive proposition for the AFL's prime broadcast slots. Their strong showing is a key factor in the league's decision-making process for the upcoming fixture releases. While Hawthorn and Fremantle are also anticipated to feature in more primetime slots, the AFL faces a constraint with Victorian powerhouses Carlton, Essendon, and Richmond. These three clubs currently occupy the bottom three positions on the ladder, diminishing their appeal for the coveted late-night fixtures.

Club Requests and Friday Night Double Headers

Clubs have actively submitted requests for specific floating fixtures, with Gold Coast notably pushing for a Friday night game against Collingwood in round 17. The Suns are scheduled to host the Magpies at People First Stadium, and securing a prime-time slot would significantly boost attendance and broadcast visibility for the Queensland-based club. Separately, there is uncertainty surrounding the continuation of the contentious Friday night double headers beyond round 11. The AFL introduced six such fixtures in the first 11 rounds, a strategy aimed at maximising attendance in non-Victorian markets and fostering game growth, particularly given that approximately 60 per cent of the fan base resides in Victoria. The decision to implement these double headers appears to have been vindicated by strong attendance figures, including a record Sydney derby crowd, the fourth-highest Showdown attendance, and the fourth-highest attendance at Geelong since the Selwood Stand opened. However, critics argue that these games warrant standalone status, even as TV ratings data consistently indicates that matches involving Victorian clubs tend to outperform others.

Balancing Victorian Dominance and National Growth

The AFL's fixture strategy continues to navigate the delicate balance between the strong gravitational pull of its Victorian clubs and the imperative to grow the game nationally. While TV ratings data consistently shows a preference for matches involving Victorian teams, the league has experimented with scheduling innovations like Friday night double headers to bolster attendance and interest in non-Victorian markets. This year's fixture release strategy, with its emphasis on flexibility and late-season confirmation of key timeslots, reflects a learning process. The league aims to avoid a repeat of situations where the late-season performance of major Victorian clubs, such as Carlton and Essendon last year, diminished the appeal of previously scheduled marquee games. By prioritising teams demonstrating strong on-field performance, like the Sydney Swans, the AFL is attempting to ensure that its most visible broadcast slots feature compelling narratives and competitive action, thereby maximising engagement across its diverse fan base.

The bottom line

• The AFL is adopting a staggered approach to releasing its fixture list for the latter half of the season.
• This strategy aims to ensure marquee timeslots feature competitive and engaging matchups, particularly late in the season.
• Sydney's strong on-field performance makes them a prime candidate for increased primetime game allocation.
• The league is balancing the need to cater to Victorian fan bases with efforts to grow the game in other states.
• Club requests for specific game slots, like Gold Coast's bid for a Friday night match, are being considered.
• The AFL is adapting its scheduling based on past experiences, particularly regarding the impact of team performance on broadcast appeal.