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I can understand that perspective, and there will be some truth in that.
But it is possible to throw up counter arguments.
1. repeats of NCIS are getting higher ratings on Bold, that by itself almost makes it untenable that you keep the A-League on the main channel.
2. SBS defeating Ten for two or three weeks in a row.
3. Even the Ten news is failing to make the top 20. Now this suggests a broader issue with Ten, for sure, but equally we can say with confidence that the A-League does not have a halo effect, if anything, sort of does the opposite for the network.
Sport isnt that popular as a regular tv show - which is why top rating shows week to week are generally not sport. I think theres a finite number of sporting viewers out there. If most of the sporting audience is watching the cricket, then the people outside Melbourne who may have watched the soccer are going to be few and far between indeed.
Cricket has always been the national sport. Everyone has big events - Origin, Grand Finals, international friendlies that draw the theatre audiences.
Sport has been this way for decades. AFL/NRL split the winter audience - but come summer its cricket season. Soccer is kind of screwed no matter which way it turns.