BT will find cancelled subscriptions over the next 12-18 months. The Telegraph did a survey and found that rugby coverage was very high on its readership's interests- more than soccer, for its audience apprently. These are ABC1 viewers, well off comparitively and often males who watch little else where advertisers can get to them. BT offer 12 -18 months contracts, and 25 per month general access. Mine runs out a while away, sadly, but it will go 100% if Wasps do. Those two things are inextricably linked. I do watch soccer, but there is not enough of what I like to justify the money, even below 20 quid. Wasps apprently have the hghest viewing figures, unsurprisingly really given the nomadic nature of the club, play style of the last decade, and the lack of geographical base.
I really do think the "casuals go to see big names" thing is just not true and won't benefit the clubs. At least, the number of "big names" able to put a few extra on who are actual England internationals is about three at any one time. People do not go to see top name tight heads, regardless of how good they are.