The fights of the Feria del Toro are organised by the "Casa de Misericordia" or "Meca" (Old-Folks Home) and the profits go towards the upkeep of this charitable institution. This philanthropic end makes it somewhat easier to pay the expensive prices. This is an essential part of the San Fermín festival (apart from the bull-fights during the Sanfermines there are no other bull-fights during the rest of the year, although there are no lack of aficionados, particularly among those people who frequent the Club Taurino).
In short, the bullfight during San Fermín is a continuation of the pandemonium which is going on in the street during these festival days. It is just another platform for getting on with the basic function of the "fiesta", which is to have a hell of a good time and to eat and drink over the top and generally to do your own thing any old way you want. For many people, the start of the bullfights is the start of the day. (The bullfights start at 6.30 in the afternoon!)
In most Bullrings there are marked differences between the seating in the shade and the seating under the hot sun. A different way of viewing the spectacle and not only in the physical sense. This difference is particularly true of the Pamplona bullring during Sanfermin.
Seats in the shade are found in the sections 1, 2, and 3. Sections 4 and 7 share both sun and shade depending on the hour. Here, where the public are not roasted by the strong sun, prices for these seats are the most expensive and the public is better behaved. If your intention is to watch the bulls with genuine interest, get a seat on this side. Here, you can watch the bulls in peace without suffering any distractions. The real fans of the bullfights are found in these seats. Make sure you arrive on time- before 6.30 when the first fight starts. Once the bull is in the ring, it is not permitted to allow late-arrivals to take their seats until that bull is killed. It is also a good idea to hire out a cushion to sit on. You can find them at some small stalls inside the stadium.
The seating in the sun is in sections 5 and 6 and in the upper seating at 10 and 12. Here is where the "Peñas" gather, under the fierce heat of the merciless sun. The party atmosphere is in full swing here and watching the bulls fight could be purely incidental for some of the crowd. (Some would say purely accidental!) The party atmosphere means that eating drinking and singing to your hearts' content comes first and foremost.
The only problem is the limited number of tickets. But that is something you can read about in the later sections. So, even if you have no interest in bullfighting and even have some moral objections to it, you can safely sit among all the pandemonium on this side and scarcely be aware that there is a bullfight going on.