If tickets continue to increase and attendance continues to decline then it only makes perfect sense to hire a digital marketing firm. Let's shell out money to figure out what decreasing ticket costs and, I don't know, maybe schedule better OOC games to justify ticket costs.
Ultimately the value of the dollar and the investment of time is the driving force. You may not be able to rearrange a person's priorities, but by decreasing the cost you may be able to find more people willing to attend games that otherwise may have nothing that conflicts or anything better to do with their time or money.
It also is a deal where it could be changing times and losing interest. Story lines play out and get boring. Even the best tv shows come and go. I personally think it is over exposed, as people mention they can sit home and watch on tv so no big deal. Well the school gets a ton of revenue off that too. So that exposure is a bit self fulfilling in terms of attendance. And let's face it Iowa is sparsely populated and Iowa City is a not a huge metro area so people have to travel a good distance. For me the big difference between now and 30 or 40 years ago is that every game is on tv so one doesn't have to go to see the game. They have mini packs of tickets, youth games (usually 3 at least), single game tickets, etc. Kinnick is an old stadium also and in a crowded area. If you built brand new it would look and feel a lot different with many different amenities than now. People want beer sales. Are they willing to pay $12 for a beer at the game because that is what they will be.
It will never happen, but on game days I would like to see the west side of Kinnick fenced off and allow food and beverage vendors in there to set up for game days. Remove everything after games so available for parking during weeks.