CFL’s Larger Crowds, Higher Ratings Due In Part To Lockout

With no NHL hockey as a result of the lockout, the CFL has “enjoyed almost a marquee status across” Canada, according to Dan Ralph of the CP. More than 51,000 fans attended the East Division final last Sunday, and over 55,000 fans attended the West Division championship. The games were also a ratings success for the CBC, which drew 1,521,000 viewers for the East final — its largest audience for the game since ‘89 “when the current tracking system was introduced.” The West final drew 1,659,000, the largest for a West Division final since ’94. CBC Sports Exec Producer Mike Brannagan: “The league really has its ducks in order. It has been a good year for the CFL.” The CFL’s overall attendance increased for the third straight year. The league drew 2.2 million spectators this year, up from 2,044,350 last year (CP, 11/19).

MARKETING MATTERS: In Toronto, Keith McArthur noted ’04 was a “breakout year” for the Toronto Argonauts and the Hamilton Tiger-Cats. A year ago, both teams were insolvent, and the CFL was “in rough shape. But largely because of turnarounds” by those teams and the B.C. Lions, “the CFL is thriving.” The Lions and Argos play in Sunday’s Grey Cup. The Argos’ attendance was up 71% to 25,800 this year. The Lions have increased attendance from an average of 18,507 fans in ’02, to 23,653 in ’03 (a 28% rise), to 26,697 this season. Lions Dir of Marketing & Corporate Communications Lindsay Carswell said, “Our marketing platform really was geared to those males who were a bit older — 26 to 54 — who we knew would be the driest wood. If we were to light a match to try to get a fire started, start with them and then it would spread." McArthur noted the team has now “turned its attention to getting women, children and casual fans into the stands.” Market research showed that “women were staying away from the games because they didn't like the washrooms” at the stadium. While there was not enough money to renovate them, the team “put flowers in the women's washrooms. And on Labour Day, they welcomed pregnant women into the stands for free” (Toronto GLOBE & MAIL, 11/18).