Major AFL broadcaster Channel 7 has "lobbied" for a later grand final start time, and will continue to push their agenda against the "traditionalists".
The AFL has largely held to tradition, but was given a brief insight into a twilight and night grand final during the two COVID-19-impacted seasons.
The 2020 decider between Richmond and Geelong was deemed a raging success, with the contest played under the night sky at the Gabba. It resulted in a 30 per cent spike from the year before.
The following season saw Melbourne end a 57-year premiership drought against the Western Bulldogs at Optus Stadium, starting at 5:15 pm (WA time). It topped the 2020 audience by two per cent.
"I can't speak for them (the AFL), what I can say is that we have constant dialogue with them," Chris Jones, the director of sport at Channel 7, said on SEN.
"Clearly, we'd love a night Grand Final. I think we're headed towards a twilight Grand Final, hopefully.
"I think you've just got to look at the numbers of the NRL Grand Final this year. It was the perfect setup for them with Brisbane and Melbourne big into this market here in prime time.
"There's no doubt the audience is much more significant. I've debated this a lot with Caro (Caroline Wilson) and the likes who are more the traditionalists.
"The more people we can bring, the better. I've got a nine and a 12-year-old at home, and I know it's more difficult the later it gets.
"But hopefully we transition to a twilight Grand Final."
This year, the NRL is celebrating its best television ratings in the history of the sport as the Brisbane Broncos were victorious over the Melbourne Storm, attracting 4.46 million viewers.
A week earlier, Brisbane smashed Geelong in the decider with an average of 4.18 million viewers tuning into the Lions' second consecutive premiership.
The last time the NRL Grand Final outrated that of the AFL was in 2015.
"If we put it at twilight, it will rate better," Jones added.
"If we put it at night, it will rate even better again.
"It's definitely something that we're talking to them (the AFL) about, and we've lobbied them on.
"But when you look at the fixture as a whole, what we get with the prime time qualifying finals, prelim finals, etc., is unreal.
"We'd love to push for that twilight Grand Final as soon as possible."
Jones confirmed that Thursday night football will be a "priority" of the broadcaster network, but will also look into Sunday night games more often in 2026, largely around public holidays on Monday.
The AFL 2026 season fixture is set to be released next week.
