NZ Rugby is relishing another "significant" increase in Kiwi fans tuning in to catch Super Rugby Pacific this season.
Sky has released figures that show viewership is up 11 percent across the country, compared to the 10-round mark of last year's competition - their second consecutive double-digit rise.
NZR chief executive Mark Robinson points to the growing impact of the 2022 introduction of 'shot clock' for goal kicks, restarts, set-piece and rucks, as well as less TV match official intervention, for speeding the game up.
According to NZR figures, this year's new rule forcing kickers to put the rest of their teammates onside has helped ensure the ball remains in play more, with less kicking duels.
"We're delighted with the results we're seeing coming through on that viewership up significantly again," said Robinson said. "All the key metrics around onfield product are moving in the right direction as well.
"We were really clear last year that we were working with World Rugby to build laws and modifications in the game that would make sure the product improved, and we're seeing immediate impact of that already 5-6 months afterwards.
"We think the trajectory of the game around the shape of the product is incredibly exciting and we're looking forward to continuing to build on that work more in the future."
Viewership peaked this season on March 29, with 482,000 fans tuning in to catch the defending champion Crusaders break their five-game winless start to their title defence against the Chiefs at Christchurch.
While viewing numbers rise, attendance figures have increased by just 2.5 percent, as empty stadiums remain a constant.
Robinson acknowledges that number needs to be addressed and believes last month's appointment of Jack Mesley as Super Rugby Pacific's first dedicated chief executive will set the stage for considerable growth in that area.
"We've seen a small increase in terms of attendances," Robinson noted. "We would love to see that continue to increase.
"Certainly, the product's a big part of that, but also with the establishment of the Super Rugby Commission and the recent appointment of Jack Mesly as CEO there, we hope we can get a more dedicated focus around what in-game experience looks like and what fans are really after there within our stadiums."
Broadcaster Sky's digital platforms saw Super Rugby Pacific matches streamed more than 3.36 million times, thanks to over 186,000 unique viewers on Sky Sport Now and Sky, described as a "modest" increase on last season.
Robinson will meet with World Rugby later this month to continue discussions about improvements that could further decrease the amount of on-field downtime.
"We think this needs to be a constant sort of agenda item to be worked on more regularly, and we're looking forward to sharing our findings and also hearing how competitions are going on in other parts of the world as well, but less intervention, shorter match duration, all heading in the right direction as far as we're concerned."
