it will be interesting to see what the actual attendance looks like. I wish schools would release the actual turnstile count, but that's just not how it works.
It sounds a lot better to say "we sold 45,000 tickets" than to say "38,000 people attended the game."
but - actual attendance is a measure of interest in the team. if people are interested, they are less likely to 'eat' the tickets. when I worked at a radio station, we had tickets to give away, and some weeks they went unused because, despite all of our announcements of free tickets, nobody claimed them, or people would call in, say "I'll take the tickets," and then they would never show up to get them and the tickets would just sit there.
question - I know there is the secondary market, but is there any mechanism by which unused seats could be made available or re-sold? I envision a system where a season ticket holder could inform the U by a certain date that they will not be using their tickets for a game, and those seats could be offered to the public or, since they're already paid for, given away to the Boys & Girls Club or a similar organization.