The TV math is much more complicated than you might think
Big Ten leaders need to consider a few different financial variables when considering expansion. They need to figure out what new and existing TV partners will pay for the increased inventory, what conditions will be required around that inventory, and what expansion will do for travel and operating costs.
I’m told that additional West Coast expansion would likely require the Big Ten to bring in a 4th TV partner, as the three existing partners wouldn’t be able to completely absorb all of the new inventory, but the industry people I’ve spoken to, in and outside the Big Ten orbit, were very confident that finding the right partners and the right price would not be difficult. Reworking deals with existing TV partners would also be a significant lift, but not impossible, I’m told.
The bigger challenge, I’m told, is in
executing a newer TV deal.
Adding multiple West Coast schools would open up potentially lucrative new TV windows for the Big Ten, both in the late-night football time slot, and late-night weekday college basketball.
But how valuable those windows become depends, in large part, on who plays in those games. As one media industry professional told me, “nobody wants to pay top dollar to broadcast Cal-Washington seven different times,” an assessment that feels particularly accurate given the soft market demand for a Pac-12 TV deal full of
exactly that type of game. The real value of that new Big Ten TV time slot
is that it would also involve many other Big Ten teams.
Multiple big-time Big Ten football programs, like Ohio State and Penn State,
threw a fit over playing night games, at home, late in the season. Are those teams going to be okay with playing a football game every other season at 10:00 ET? Or basketball games at 9:30 every season? Can the Big Ten manage to convince ESPN or Apple to pay real money for a slate of Stanford/Maryland or Oregon/Purdue games?
Even with any newcomer earning only partial shares for the immediate future, Big Ten leaders will need to think long and hard about what kinds of athletic sacrifices their coaches and fans are willing to make in the name of maximizing broadcast revenue. There
will be tradeoffs.