Average attendances are up by 10 per cent but there's a concerning decline in the past month's crowds, and had Western Sydney Wanderers not hosted the round one Sydney derby at ANZ Stadium, the number of those through the turnstiles would only be up a negligible 2 per cent.

However, as attendances stagnate – particularly in Sydney – TV audiences are booming and beneath the backdrop of the all-important broadcast negotiations.

SBS is enjoying the benefit of an improved competition boasting one of Australia's greatest players in a season that began with an above the line marketing campaign from Football Federation Australia. In total, its national audience figures are up by more than a quarter from last season and the increase in the valuable metro audiences alone is 33 per cent.

While Fox Sports hasn't experienced a drop in A-League ratings with the loss of English Premier League rights – rather, a 30 per cent increase – SBS claim the domestic game's coverage has benefited from its gain of the EPL. Its ability to cross promote the A-League with its live EPL match each round is another factor behind the growth in audiences.

"SBS is pleased it has seen a year-on-year audience lift with the A-League on SBS Viceland. Audiences are up 28 per cent year-on-year, showing there is strong fan support for the home-grown league," an SBS spokesperson said.

Fox Sports was not available to comment when contacted by Fairfax Media but it is understood there are several reasons why broadcasters believe they are experiencing a boom in A-League ratings. The quality of football is rapidly improving, lead by strong recruitment. The high volume of Melbourne City games featuring Tim Cahill were cleverly scheduled for SBS' Friday night coverage in the first third of the season as the FFA was holding talks with free-to-air networks for a new broadcast deal.

The significant increase in viewers between the ages of 16-39 provide optimism for those invested in football as it continues to show its potential growth with such a young following. The A-League pre-season marketing campaign acknowledged as much with its pitch targeted at a youthful market.

"We're obviously delighted with the connection points with the grassroots that the 'Yoshi' campaign gave us at the start of the season," FFA chief executive David Gallop said.

While promising, the high ratings don't indicate that football improved its standing within Australia's competitive sporting market. The A-League is growing but its new audience is far from a loyal one. Sources do not believe it is a coincidence that the lowest rating fixture of the season – Central Coast Mariners' win over Perth Glory on November 24 – coincided with the day and night cricket Test match.

A large audience would be expected for Friday's match when Sydney FC host Melbourne City broadcast live on Fox Sports and SBS. However, a clash with Australia's ODI cricket match against New Zealand casts doubt on whether it will top the FFA Cup viewing record of 153,000 on Pay TV, set when the two teams last met less than a fortnight ago.

The biggest challenge football faces in the battle for ratings will begin in late December when the Big Bash T20 cricket season starts, beginning regular competition for live sport in summer. The Australian Open tennis follows in January, also in competition for sport lovers.

But, in a year where the A-League has its first genuine high-profile marquee since Alessandro Del Piero, Fox Sports is enjoying its highest ratings since the Italian star last graced the A-League. If there's any chance of Australian domestic football truly capturing TV audiences, it doesn't lie with the high-profile fixtures and derbies, but in the big-name players fans want to see in action.