With negotiations over the AFL's new media rights deal starting later in the year, Gillon McLachlan concedes he must consider the merit of a twilight grand final.
Broadcast heavyweights and even club presidents such as Collingwood's Eddie McGuire are among those keen to move the showpiece match from its traditional Saturday afternoon timeslot.
A traditional start time for the grand final is dictated under the terms of the current AFL broadcast agreement for 2015 and 2016.
However any new deal may hinge on the broadcaster being able to maximise audience with a prime-time or even night-time grand final.
AFL chief executive McLachlan says he must consider the merits of moving the grand final to a different timeslot, although his instincts are to stick with the afternoon start.
"It's a consistent discussion. I don't think anyone has any doubt that, for entertainment, the grand final would be better at twilight or night. That's accepted," McLachlan said.
"You balance that up with tradition. The game is well over 100 years old and we've been playing Saturday afternoon.
"Trying to find this balance between progression and tradition is a difficult one.
"My comment is the same as it's always been, I'm broadly a traditionalist but you can never say never."
McLachlan has recently returned from a trip to the United States, where he attended the Super Bowl.
He said the NFL spectacle was an entertainment winner, particularly the famous half-time show, which would be somewhat replicated if the grand final was played under lights.
"The thing US sport generally does is understand they're there to provide entertainment service to its supporters," McLachlan said.
"Every part of that game is directed at ensuring their supporters enjoy their day out, enjoy the television product.
"There's a million different things in that but that's the overarching thing."
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