35,000 -40,000 has been Cal's "basic" attendance figure for non rivalry (non sc/ucla/big game) games for the last 50 years. When I started in the mid 60s it was how many people you expected for most games, and though it goes up when we win, it always returns back down to that same level if we lose consistently. 30-40 k is about how many real fans we have- people who are either from families who've been doing it forever, or who fell in love with it while on campus (especially ex players, band, mic people, daily cal staff, etc) and keep doing it because they love the experience, not just the football. Oregon's a big draw, will bring a bunch of folks, and is on a saturday, so we'll likely see 50,000- 60,000ish for them.
The AD knows darn good and well, though, that those "traditional" numbers just aren't viable anymore- that it can't be allowed to continue. Tedford's gone soon- and here's hoping there will be continued attention to "game day experience" type issues as well - cause it's the people who love that that carry you over the inevitable rough patches.