1408 Charlton supporters responded to CAST's 2024 season ticket and attitudes survey which ran from 23rd May to 4th June.
As shown in the word cloud here, while on-pitch performance languishes, the underlying feeling among fans is one of frustration at the club's under-achievement. It is nevertheless good to see core value of family and community showing through, alongside a never-ending Addicktion/ addiction. The general sentiment in the survey reflects good commitment to the club in terms of season ticket intentions and a sense of modest optimism about the future under Global Football Partners.
66% of respondents had already purchased a season ticket and a further 2% said they definitely would buy one. This is the highest figure (68%) since CAST began conducting this annual survey. The figure is in sharp contrast to last season when just 12% had already purchased and 22% said they definitely would. (total 34%), albeit we ran the survey at an earlier point.
The previous highest figure was in in 2021 when 57% had already bought and 4% said they definitely would (total 61%). This was eight months into Thomas Sandgaard's ownership when, under Nigel Adkins's management, we had finished 7th the previous year.
Asked to give their three main reasons for buying a ticket for next season respondents answered:
- Habit of a lifetime - It's what I do 57%,
- Belief in the management of Nathan Jones 49%
- Getting together with family / friends 41%
25% of respondents said they would definitely not buy or were unlikely to buy. Reasons for not buying a season ticket were predominantly personal - live too far away 39%; other commitments prevent me from attending regularly 27%; personal circumstances - e.g. health, age 21%. Affordability was only cited by 17% and uncertainty about kick off times because of the Sky deal was 14%.
7% said they were undecided about buying a season ticket. When asked what would make them more likely to buy, 75% said new signings and belief in the squad and management; 34% said clarity about kick off times; 29% said more clarity from the owners on future plans.
11% of respondents who didn't have a season ticket last season have already bought one for next season. 79% of this group cited belief in the management of Nathan Jones as their reason with 59% wanting to show commitment to the club's future.
As reflected in the high commitment to buy season tickets, respondents show a big uplift in optimism about the future prospects of the club compared with this time last year when only 1% were very positive and 14% quite positive. This year 78% overall said they felt positive about the future prospects of the club (14% very positive and 64% quite positive). This does not come close to the ultimately-dashed high hopes of 2021 when 80% were very positive and 17% quite positive. And the tempering of euphoria is further reflected in expectations for the forthcoming season. In 2021 51% anticipated automatic promotion and 48% play-offs. While a majority remain focussed on promotion this year, despite last season's lowly finish, this splits 9% automatic and 55% play-offs.
We asked about the big picture issues that make up the Addicks Charter:
- "The Academy is supported and developed as part of our DNA" - 95% agreed (59% strongly)
- "Charlton's community and family values are at the heart of the club" - 93% agreed (48% strongly)
- "All are welcome & respected at Charlton Athletic" - 92% agreed (44% strongly)
- "I feel proud to say I support Charlton Athletic" - 91% agreed (55% strongly)
- "Engagement with the community, partners, sponsors and businesses enables all to thrive" - 83% agreed (34% strongly)
There is a little less confidence in:
- "The club would not change any of our core traditions - red & white home colours, playing at The Valley, The Red Red Robin - without the definitive consent of the fans" - 77% agreed (42% strongly). 14% didn't know
- "It is affordable for fans to watch matches" - 72% agreed (16% strongly) while 22% disagreed (4% strongly)
- "The club involves, listens to, learns from and feeds back to fans" - 59% agreed (9% strongly). 23% disagreed and 19% didn't know.
- "Men's and women's team managers are given freedom to build squads and play to win without day-today ownership interference in on-the-field matters" - 58% agreed (43% strongly), 14% disagreed and 28% didn't know.
- "The club is run from The Valley by a competent and experienced CEO with a board of directors which follows legal and best practice governance principles" 52% agreed (8% strongly). 16% disagreed but 33% said they didn't know.
- "There is a clear, considered and costed plan to reunite ownership of The Valley and training ground with the club" - 25% agreed (10% strongly), 37% disagreed but 38% didn't know.
Given the number of fans who expressed that they didn't know what they felt about these last four statements it suggests there is need for more communication from the club about these areas specifically.
Of the 1408 respondents to the survey:
- 49% have supported CAFC for over 50 years
- 20% are under 45
- 44% are over 65
- 95% define themselves as white British
- 90% are male
- 68% live in South London or Kent
- 56% are members of CAST
- 53% have access to a Sky Sports subscription
- 23% don't intend to gain access to a Sky Sports subscription
- 10% regularly or sometimes attend Charlton Women's games
- 48% don't attend but follow Charlton Women's results
- 17% have no interest in Charlton Women's team
- 30% are members of Valley Gold