Premier League chief executive Richard Scudamore does not blame Manchester City fans for not taking up their full ticket allocation at Arsenal this weekend.
City returned 912 unsold tickets priced at £62 each for their Barclays Premier League clash at the Emirates Stadium. The matter has added fuel to an ongoing debate over seat prices in the competition, with Arsenal having previously been brought under scrutiny by their own fans.
Scudamore told BBC Radio Five Live's 'Sportsweek' programme: "I think they are sending Arsenal Football Club a very clear message. I think that is a clear message Arsenal Football Club have to deal with."
He added: "There is category pricing at Arsenal. Arsenal, when categorising games and setting prices next season, will have to take that into account.
"Arsenal clearly, along with every other club, want a full stadium and we at the Premier League would like every club to take up their away allocation.
"We would like to see 10% of 3,000 fans in those grounds.
"It is easy to latch onto the Arsenal example. They have clearly made a judgement and I think the Man City fans, in fairness, have done what they should do if they think it is too much and not turned up. It does make people think again and that is actually what the market should do."
Scudamore was asked whether, in the light of record TV revenue, ticket prices should be lowered at all clubs.
He said that was a complex issue but the overriding aims of clubs should be to ensure their stadia are full with away fans in attendance.
Scudamore said: "Absolutely top of our aims and objectives is to put on a show and keep attendances full. The clubs absolutely know where the Premier League stands on this. We want full stadia."