Foxes Trust view: Leicester City must heed trends when reviewing ticket prices
Most half-season progress reviews discuss the league table or debate which positions on the field require additions if we are to achieve promotion but, for variety, the Trust has also been reviewing statistics off the pitch.
The average attendance figure for Leicester City's first 12 home league games works out at 22,383, below last year's overall average by 2.6 per cent.
This is a trend which is apparent across the Championship, with some clubs suffering greater falls in attendance. However, a ground which is only 70 per cent full does not help the finances or the atmosphere.
With harder economic times, there is no doubt that some fans have removed going to games from their 'essentials' list and have therefore become more of a spot-purchase buyer, and a number of factors this season have hardly helped the club to sell tickets.
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A regular feature this season has been two home games (or two away games) in succession. For the spot-buyer with limited cash, this is more likely to result in attending only one of the games.
Like a number of Trusts, we have complained to our club about this fixture configuration and asked for the club to feedback to the Football League that this should not happen in future seasons.
Did you know that City will have played matches on every day of the week during the course of the 2012-13 season?
We cannot recall that ever happening before but, due to the Sky TV fixture re-distribution system, Wolves at home being moved to a Thursday completed the set.
The club has no control on which games are picked for TV coverage, but we know it has a significant negative financial impact when a local derby is chosen, and a crowd of only 20,680 for the 5.20pm kick-off against Derby was the lowest attendance for that fixture for many years. Last season, 22,496 went to the game.
Pricing promotions to boost gates have also not proved so successful this season.
If we look at early-December promotions, last season the Peterborough game had discounts for friends of season-ticket holders and an attendance of 25,948.
This season, the Barnsley Fans Fixture gate was 23,579, down by 2,369, and only some of that figure can be attributed to fewer away fans.
Now is the time of year when City start to draw their conclusions on pricing for the 2013-14 season.
Last year, season-ticket prices rose by an 'average eight per cent'. However, averages mean nothing to individual fans, so while fans in the Family Stand who experienced no increase were happy, those in the more expensive halfway line seats suffered increases in excess of 15 per cent and mainly took the hit, rather than relocating to cheaper seats.
The majority of fans in those areas have occupied their seats since the ground opened, so the club have to be careful not to continually target the same areas year on year, as they risk alienating long-term fans.
The logic of 'there are cheaper seats available as an alternative' fails to recognise the support these fans have given to the club, despite nearly all of the last 10 years being outside the Premier League.
Early indications are that the club is more motivated by filling the empty seats than by generating additional revenue through price hikes, and that will apply even if we are in the Premier League next season.
Season-ticket holders get four fewer games in the Premier League, and new 2012-13 season-ticket holders in SK1 pay an average price of £19.56 per game, which recalculates to £23.68.
So, logically, Premier League match-day prices will have to rise.