Despite some similarities, season ticket holders form a heterogeneous group of individuals.
In my empirical research on no-shows, I often stress that season ticket holders (STHs) account for most football spectator no-show appearances.
However, that's only half the truth.
In fact, we tend to observe significant differences in STH no-show behavior, for instance, when it comes to the role of age. Intriguingly, the no-show probability is lowest for relatively young and old STHs and the highest between 40 and 50.
Why's that? One reason is that one's identification with a favorite (football) team tends to be the lowest in mid-life.
And guess what? In many football clubs, most STHs are from exactly this otherwise financially attractive cohort.
It may be time to target grandparents and their grandchildren rather than just father and son...
Developing "Strategically Curious" Category Strategies and Insights
4moLooks like a good time had by all. Keep rockin it gents!