It turns out that [the Cubs] attendance is the least sensitive to performance in all of baseball. The sensitivity of attendance-per-game to winning percentage for the Cubs is only 0.6...the league average is 1.0....

The Cubs despite their futility, are still the 5th most valuable team in MLB, according to Forbes, behind only the two New York teams, Boston and the Los Angeles Dodgers....

Attendance at Wrigley (Field) is actually more sensitive to beer prices---much more--- than it is to the Cubs winning percentage. ...In other words, Cubs fans will tolerate bad baseball and high ticket prices but draw the line at bad baseball and expensive beer. That makes for a fun day at the ballpark, but doesn’t give the ownership much incentive to reverse the culture of losing.