Football Federation Australia has called for patience with its A-League marketing strategy after lacklustre television ratings and stagnant attendances raise concerns whether the competition has reached its maximum appeal in its current format.

The first three rounds of the A-League have attracted an average audience of only 112,000 viewers on Network Ten's One, a 15 per cent decrease from the average ratings from the opening three rounds of last season when televised on SBS 2. Compounding the ratings woes, the three games televised on One this season are the competition's three biggest rivalry clashes - Sydney FC v Melbourne Victory, a Melbourne Derby and the Sydney Derby, all on Saturday night time slots. SBS 2 were provided mid-tier fixtures on Friday nights.

Empty feeling: Adelaide players huddle before a vacant-looking stand at Suncorp Stadium. Credit:AAP

It's been an uninspiring start to the partnership with a major free-to-air network and its subsidiary channel but there is no sign of panic just yet within the FFA. While disappointed with the ratings for the Sydney derby on Saturday night - which drew only 94,000 national viewers on One,16 per cent less than on pay TV provider Fox Sports - the FFA anticipated a slow start with One.

"I'm not concerned if we stay on the track that we're building at. I would be concerned if this is where we land. In talking to Channel Ten, they weren't expecting that in rounds one, two and three that everyone will find the game, tune in to One HD," Head of the A-League, Greg O'Rourke, said.