Essendon chief executive Xavier Campbell has put the issue of reducing game length back on the agenda, saying that this is a good time for the AFL to discuss a potential reduction in game time.

Campbell suggested that the length of AFL [men’s] games should be ‘‘challenged,’’ even though attendances were strong in the AFL. He raised game time from the perspective of appeal to ‘‘consumers’’.

Xavier Campbell. Credit:Darrian Traynor

Choosing his words carefully, the Essendon boss said there was ‘‘some merit’’ in a reduction of quarters to perhaps 15 minutes [plus time on], compared with the current 20 minutes, though he fell short of directly calling for what would be a 25 per cent reduction in game time.

He suggested there should be some analysis of how reduced time would impact on the game.

Campbell, noting the introduction of AFLX, said there were lessons for the AFL from the NFL in the United States, which was dealing with challenges in both broadcasting audiences and participation rates.