Big 12 Expansion - Looking at Numbers

Despite USNWR rankings being cited everywhere, they give a lot of weight to peer surveys (in other words, a popularity contest) instead of simply data-driven formulas.
 
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The more I think about this whole thing, the more I think the remaining Big 12 members need to be working diligently with the PAC to form some kind of super conference.

I don't know if ISU can wait around to see if a B1G invite ever comes?

How about four, 5 team pods......

Northwest Division- Washington, WSU, Oregon, Oregon State, Stanford

Pacific Division- USC, UCLA, California, AZ, ASU

Mountain Midwest Division- ISU, Colorado, Utah, KU, KSU

South Division- Okie St, TT, Baylor, TCU, WV?? (I'd let them go to the ACC, and put Houston here instead if possible?)
Wrong thread clonedude.
 
The optics of the big12 bringing in a commuter, directional school like ucf is awful. I hope that’s the first one off the list of possibilities. I’d imagine they are not a serious candidate for expansion.

The idea of UCF is not what they are now, but what they will be ten years from now. I wouldn't be surprised if they were happy to be the big fish in the small pond for a bit longer, and after stacking up a bunch more wins having a huge profile for a jump in the future.

This is not me saying I think adding UCF is a great idea, just that I can see the thinking on it.
 
Ignore it then... not that hard.

Expanding the Big12 is a non starter unless you're adding teams from another P5 conference.... so I thought I'd provide an option that actually saves our athletics program.
Thanks. We are indebted to you eternally for imparting your wisdom Captain Obvious.
 
Thanks. We are indebted to you eternally for imparting your wisdom Captain Obvious.

Thanks!

Seriously though... do you believe that adding a BYU and Houston, or Cincy to the Big 12 keeps it viable in any way?

What kind of revenue drop will ISU see if that happens? Would we make enough to keep our athletics department afloat?
 
We all hope that Iowa State and the other Big 12 refugees find a home in a power conference. That’s what would be best for our universities and athletics programs. If that doesn’t happen however and we end up staying in the Big 12, the conference will almost certainly add members.

I decided to compare some numbers for the Big 12 schools (including Texas and Oklahoma for reference), the AAC schools, and some Mountain West schools and Independents that have been mentioned over the years as expansion candidates. Specifically, I compared average football attendance from 2015-2019, US News and World Report university rankings, and rankings of the TV markets where the universities are located.

Average Attendance (2015-2019)
Texas 94,943 (8)
Oklahoma 85,745 (13)

BYU 57,078 (28)
Iowa State 56,562 (30)
West Virginia 56,484 (31)
Texas Tech 55,821 (33)
Oklahoma State 55,326 (36)
Kansas State 50,975 (38)
Baylor 44,536 (48)
TCU 44,353 (49)

East Carolina 38,031 (58)
Memphis 37,229 (59)
UCF 36,010 (61)
San Diego State 33,407 (65)
USF 33,172 (66)
Cincinnati 33,124 (67)
Boise State 32,830 (68)
Navy 32,459 (69)
Houston 32,174 (70)
Army 31,450 (71)
Temple 31,326 (72)
Fresno State 29,643 (74)
Air Force 27,910 (76)
Colorado State 27,484 (77)
Kansas 26,610 (80)
UConn 22,899 (85)
SMU 21,543 (89)
Tulane 20,174 (94)
Tulsa 18,631 (104)

The remaining Big 12 schools other than Kansas are remarkably similar in attendance and superior to every Group of 5 school other than BYU if you consider them G5. UCF’s numbers are getting into Big 12 range, as they averaged 44k fans in 2018 and 2019, which was in the range of TCU and Baylor.

University Rankings
Navy #6, Liberal Arts Colleges
Army #15, Liberal Arts Colleges
Air Force #28, Liberal Arts Colleges
Tulane #41
Texas #42
UConn #63
SMU #66
Baylor #76
TCU #80

BYU #80
USF #103
Temple #103
Iowa State #118
Kansas #124

Oklahoma #133
Cincinnati #143
San Diego State #143
Tulsa #143
Colorado State #153
UCF #160
Kansas State #170
Houston #176
Oklahoma State #187
Fresno State #196
Texas Tech #217
East Carolina #217
West Virginia #241
Memphis #258
Boise State #298-389 range

The rankings have a lot of ties. I didn’t realize just how awful the Big 12 is academically. Half of the remaining schools are ranked #170 or below. The AAC is actually a superior league academically, which is pretty sad. Looking at these numbers you can see why Boise State can’t get into the Pac-12 and West Virginia will never be offered by the Big Ten.

TV Markets
Army (1)
Temple (4)
SMU (5)
TCU (5)
Houston (8)
USF (13)
Colorado State (16)
UCF (17)
West Virginia (26)
San Diego State (27)
Navy (28)
BYU (30)
UConn (32)
Kansas (34)
Cincinnati (36)
Texas (38)
Oklahoma (44)

Oklahoma State (44)
Tulane (50)
Memphis (51)
Fresno State (55)
Tulsa (61)
Iowa State (68)
Air Force (82)
Baylor (83)
Boise State (101)
East Carolina (102)
Kansas State (142)
Texas Tech (145)


These numbers have to be taken with a giant grain of salt for a variety of reasons, but they do give a little bit of insight. First, it’s easy to see that the Big 12 is a small market league. The AAC actually has larger markets overall, albeit fewer fans within their markets for the most part, as the attendance numbers reveal. Second, while schools like East Carolina and Boise State may have nice attendance numbers for G5 schools, the size of their markets makes it difficult to believe they would be realistic candidates for Big 12 expansion.

Conclusion
BYU is clearly the best candidate for Big 12 expansion and it isn’t really close. Arguably, they have a bigger following than any of the remaining Big 12 schools. They have to be a part of any potential Big 12 expansion.

After that it’s a bit tricky. Any team that averages under 30,000 fans is a tough sell, so that leaves East Carolina, Memphis, UCF, San Diego State, USF, Cincinnati, Boise State, Navy, Houston, Army, and Temple.

Army declined an invite from the AAC, so they aren’t joining the Big 12. Boise State and East Carolina have to be eliminated due to market size. I think San Diego State is a tough sell geographically with the other schools. Temple doesn’t have a great football program. I have a hard time seeing Navy being a choice because I think we’ll be looking for full members. That leaves five schools:

Memphis
UCF
USF
Cincinnati
Houston

The best of those is UCF, who has had Big 12 caliber attendance as of late and is a gigantic school in a large TV market that also happens to be a football recruiting hotbed. If we brought in USF along side them, we’d be bringing in another giant university in a even bigger market and firmly establish the Big 12 in the state of Florida.

I don’t like the idea of adding Houston because I don’t really think we get a lot from it, but I could see the Big 12 wanting to stay Texas-centric. Maybe the league feels that with the loss of Texas we would benefit by having another school in the state?

Cincinnati has had a lot of ten win seasons in the last 10+ years. Ohio is a recruiting hotbed and they would provide West Virginia a nearby conference school.

Memphis would be a good basketball addition and they have decent attendance in football. Their market is just ok though.

If we were taking four teams, I would take BYU and UCF for sure. Then I would probably take USF and Cincinnati, but I wouldn’t argue too much against Houston or Memphis instead.
Were these university rankings from us news?

These are false ratings, but they have survived scrutiny for whatever reason. The super conferences vote their members up and will vote competing members down.

Best example - see Nebraska rating before and after big 12 exit. They entered a 14 team league and their old league went down to 10 members. Their ratings improve instantly while an independent organization, the AAU, kicks them out.

The ratings from big 10 presidents immediately went up for Ne, and a key university (Iowa state) ratings immediately go down. That's how this game is played.
 
Malcom Gladwell had a good podcast on US News’s rankings. The factor influencing the rankings the most is “reputation score” (basically a survey of university and college presidents, provosts and heads of admission, not at all objective) and size of endowment (insert Butthead: heh, heh… heh, heh size of endowment). Basically, made me toss those rankings way, way out.

So a d1ck measuring contest……..
 
Thanks!

Seriously though... do you believe that adding a BYU and Houston, or Cincy to the Big 12 keeps it viable in any way?

What kind of revenue drop will ISU see if that happens? Would we make enough to keep our athletics department afloat?
I don't think most of the CFB decision makers give a flying **** what we want or what's best for any of us. If that's the case, then yes, it keeps us viable in some way and we will have to make due. Yes, it would suck very very hard. Get as much $$$ out of UT OU ESPN as possible becomes a must.
 
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Where are you getting all these rankings from? Please list sources.

Attendance:







I trusted CFN’s numbers for the averages, but I did look at the NCAA’s yearly data for comparisons and trends.

University Rankings:


TV Market Rankings:




Wikipedia was used to figure out the county where some of the schools are located so that I could determine through the DMA map which TV market they are located within.
 
If we were taking four teams, I would take BYU and UCF for sure. Then I would probably take USF and Cincinnati, but I wouldn’t argue too much against Houston or Memphis instead.

Since it is apparent that every option other than BYU would be more of a taker than a contributor - in other words, their value to a TV deal would be under the league average - and because of the likelihood of an expanded CFP that includes conference champion autobids, I am leaning more in favor of a BYU + 1 expansion option and remaining a 10-school league. All else being equal, you enter each season with about a 10% chance of making the CFP. Many Big 12 schools would make the CFP more frequently than most SEC/B1G/ACC/Pac-12 schools would. Why add two more schools that would both lower your revenue AND your odds at competitive success?

UCF is probably the best option to go with BYU, but Cincinnati would also make sense and is a bit more geographically correct. And if BYU declines the invite, which is quite possible, then do UCF + Cincinnati to go to 10. In this case I expect Houston and other power brokers in Texas to lean very hard on Tech/TCU/Baylor to get one of those invites, though.
 
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Seriously though... do you believe that adding a BYU and Houston, or Cincy to the Big 12 keeps it viable in any way?

You keep complaining about viability. If no other P4 league takes on Big 12 teams then this is the best option. And it is very possible that no other P4 league will do so.

I'm sure JP is trying to get a B1G invite etc. but it might not happen. Keeping and expanding the Big 12 is what comes next if none of those shake out. How hard is it to understand this?
 
People can talk about game attendance and media markets and how that impacts cable and streaming subscriptions all they want. But the big money remains the marquee over the air games. And cable subs are probably losing value and streaming hasn't been able to add equivalent value. ESPN paid the SEC $300 million a year for ONE game per week and the conference championship game on ABC.

The problem is even with expansion, the Big 12's best game to sell might be Farmageddon while the SEC is selling the Red River Shootout, Iron Bowl, and Largest Outdoor Cocktail party.

 
I wouldn’t think we see any expansion soon. Byu is the only one that makes sense. The rest will always be there. Expanding is the absolute last resort.
 
First off. Thank you for this work. However, respectively, you place way too high of emphasis on TV 'markets' without a measure of fan distribution within those markets.

One of the favorite things we say in my industry is: "If you can't measure it, you can't fix it."

Let me provide a simple example of why that mode of measure will not last much longer. 'Advertising dollars'. We all see fewer pieces of advertising in our mailboxes and enormous amounts of email advertising replacing that. Why? 'Targeted, more efficient marketing techniques'. The internet and our usage patterns are dictating that shift because of 'immediate calibration' of effectiveness. 'Blanket' advertising is over unless the targeted masses justify it. I'd argue stadium attendance accurately measures the 'passion' of the fanbase and that directly corelates to viewership by all other methods. So, the SMART move for those dollars would be to do whatever is necessary to see how many fans are distributed across all of their markets. Simple graduation math will tell you how many are out there. The only thing to do after that is demographically map them. I would LOVE to see a map of Iowa State fans by geographical location.
From my experience when I lived in L.A. and S.F. some 10-40 years back, I did everything humanly possible to see our games. I'd be enticing bar owners to put the ISU game on one of their TVs by courting fellow fans and friends. Great thing was, I developed enough fan interest for the bar owner to put that game on. And guess what? We were a HORRIBLE product back then. Interest, I'll bet has dramatically swayed. But, I'll bet 10-1 zero credit was given to ISU viewership there. And still is because they can't 'measure' it. Any report or media company still touting THAT model are either lazy, ignorant, or intentionally doing that to distort the truth for their benefit.
ISU needs all of you to start seeing the world the same way. Otherwise we're relegated to believing what they want us to believe. Bottom line: I believe our numbers are so much better than what is being pushed.

You make good points, but I didn’t rely very heavily on market rankings. As I said, you have to take them with a giant grain of salt. If they were the be-all, end-all then Army and Temple would be two of the most followed teams in the country and TCU and Baylor would be the most popular teams in the Big 12. Neither of those are true, as the attendance numbers show. Also, schools like West Virginia and Oklahoma State are on the fringe of their TV markets and aren’t the most popular teams in those markets.

I mainly included TV market data to give an idea of the conference’s footprint and eliminate a couple of the candidates in tiny markets.
 
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First off. Thank you for this work. However, respectively, you place way too high of emphasis on TV 'markets' without a measure of fan distribution within those markets.

One of the favorite things we say in my industry is: "If you can't measure it, you can't fix it."

Let me provide a simple example of why that mode of measure will not last much longer. 'Advertising dollars'. We all see fewer pieces of advertising in our mailboxes and enormous amounts of email advertising replacing that. Why? 'Targeted, more efficient marketing techniques'. The internet and our usage patterns are dictating that shift because of 'immediate calibration' of effectiveness. 'Blanket' advertising is over unless the targeted masses justify it. I'd argue stadium attendance accurately measures the 'passion' of the fanbase and that directly corelates to viewership by all other methods. So, the SMART move for those dollars would be to do whatever is necessary to see how many fans are distributed across all of their markets. Simple graduation math will tell you how many are out there. The only thing to do after that is demographically map them. I would LOVE to see a map of Iowa State fans by geographical location.
From my experience when I lived in L.A. and S.F. some 10-40 years back, I did everything humanly possible to see our games. I'd be enticing bar owners to put the ISU game on one of their TVs by courting fellow fans and friends. Great thing was, I developed enough fan interest for the bar owner to put that game on. And guess what? We were a HORRIBLE product back then. Interest, I'll bet has dramatically swayed. But, I'll bet 10-1 zero credit was given to ISU viewership there. And still is because they can't 'measure' it. Any report or media company still touting THAT model are either lazy, ignorant, or intentionally doing that to distort the truth for their benefit.
ISU needs all of you to start seeing the world the same way. Otherwise we're relegated to believing what they want us to believe. Bottom line: I believe our numbers are so much better than what is being pushed.

Attendance matters to an extent, but there is more. If school "A" has the same attendance as school "B", but is able to command $150 more per season ticket than school "A", School "B" has more demand, even if attendance is lower. And since much of the seating at higher level programs also has donor requirements, that revenue should be factored in as well.

As for the argument about "spraying" content inefficiently via networks versus streaming, there are two sides to that coin as well as other considerations. First, they do have the means to effectively measure antenna/cable/satellite viewership. Is it 100% accurate? No, but it's more than close enough to accurately measure. In your observational example of SF, there may be 10 such bars in the area that do that for our fans. You're still only talking about 50-100 people. It doesn't move the needle. And there are probably similar fan enclaves for 30 other schools with passionate fan bases as well. But it does show the role that we as fans can play in building our brand. It was our fanbase that landed Matt Campbell.

Two, in regards to the value of advertising, digital advertising actually hurts networks and TV contracts. Why? Because it's those inefficiencies in the system that put money in networks' pockets. The ability to microtarget offers a tremendous value to an advertiser, and one for which they will pay a LOT more to reach their market on a per person basis, but the flip side to that is they can target far fewer people and spend less money. That's where the networks lose.

Three, I think we are all underestimating ESPN's ability to understand fanbases and how that turns into eyeballs. I'm sure over the past few years they've been gathering streaming data and that likely played a roll in orchestrating this move.
 

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