Scale innit?
NZ's got 5 Super Rugby sides that get, maximum, 20k into a ground in the regular season. The averages are way down on that too, so you're looking at 10 - 13k for the 8 games of the season with sub-10k as standard. The days of 30k watching regular season games are pretty much done now, people just turn up for finals.
Rugby's meant to be THE sport in NZ, but it's not pulling the crouds that the FFA want from the Nix.