Anything in the fan survey. Especially winning your last game. Winning your TV games. Winning your rivalry games. Possibly that's the correct order of importance though I'm not sure of the last two.
Also important in my mind are your last season's performance and your Cup performance this season.
And the one important thing is your opponent's ranking. The higher it is the more people will go to the game. This is especially noticeable in lower divisions where the ranking differences can be higher.