From The Wall Street Journal:
The scene at home football games here at the University of Georgia is almost perfect. The tailgate lots open at 7 a.m. Locals brag of the bar-per-capita rate. The only commodities in greater abundance than beer are the pro-Bulldogs buttons that sorority girls wear.
There's just one problem: Some students can't be bothered to come to the games.
Declining student attendance is an illness that has been spreading for years nationwide. But now it has hit the Southeastern Conference, home to college football's best teams and supposedly its most fervent fans, giving athletics officials reason to fret about future ticket sales and fundraising.
I think this problem relates to most athletics in the 21st century: ticket prices, as well as prices inside the stadium, have gone up substantially. Students can sell their tickets for massive profit (my girlfriend, for example, just sold her $34 Wisconsin ticket for $90). And with high definition televisions and parties on campus, some kids would rather drink and party with their friends outside the stadium.
The article goes deeper into Georgia's problems, and is worth a read if these types of stories are of interest. Thankfully, this problem hasn't happened at Ohio State... yet.