The New Zealand Rugby Union released a statement yesterday which said both crowd and television viewing had increased markedly, right across the five New Zealand franchises.
Even the Blues, who have won only two games so far this season, have bigger crowds and more television viewers.
With five games played at Forsyth Barr Stadium so far, more than 90,000 people have been through the gate, and Highlanders general manager Roger Clark said crowds were above what had been budgeted for.
"I don't think it is any one thing on its own which has led to good crowds. But there have been a whole lot of things which have helped us," Clark said.
He said flow-on from the interest of last year's World Cup helped, as had a break from rugby after the tournament.
An even competition, where results of games were in doubt right until the final whistle, also helped boost crowds, Clark said.
"Of course, here we have the added advantage of having a brand new stadium. But we have tried really hard to do a few things here, like the Zoo and the family areas, which have drawn people back to the game."
He said the family zone had been very successful, and had been sold out in every game so far this season. Another 1000 seats had been added to the zone in the past couple of games.
The good crowds should lead the franchise to making a surplus this year.
"The yield we get from the tickets could be greater but, to me, it is better to have the prices where they are and have more people in there enjoying the game.
"But we can't afford to sit back and do nothing. Just because it is the first year, we can't take anything for granted.
"We believe we have got the best little rugby stadium in the world down here and we want to work hard and make sure punters have a great experience in the stadium."
New Zealand rugby had learned from last year's World Cup that to get people into the stadium it had to be a total experience, he said.
The Bulls come to the stadium this week and more than 12,000 tickets had been sold by yesterday.
Television viewers had also increased for the Highlanders, up 33% from last year.
Across all five New Zealand franchises television viewing was up 33% and crowds were up 37%.
The Chiefs, who sit on top of the New Zealand conference, have seen a 97% increase in attendance, while the Hurricanes (40%), Crusaders (13%) and Blues (12%) have also seen increases in crowds.
Highlanders crowds
Forsyth Barr Stadium
v Crusaders 22,500
v Waratahs 17,670
v Stormers 14,217
v Blues 18,417
v Hurricanes 18,407
