Greg Sankey balancing tradition, TV ratings for future Red River Showdown timeslot

Saturday will mark the final time a Big 12 logo will be displayed during the Red River Shootout. Texas and Oklahoma will be moving to the SEC ahead of the 2024 season, bringing another layer of excitement to the rivalry. While both fanbases enjoy the matchup, there is always one thing people disagree on — when the game should kick off.

Recent tradition has been an 11 a.m. CT start time from the Cotton Bowl. Beginning next season, Greg Sankey will be the one ultimately deciding when kickoff should be and two factors will play a role. First, he wants to keep any kind of tradition alive. And then not surprisingly, TV ratings are important for the conference as well.

“We know that the noon ET kickoff window has actually become a really important television viewership window,” Sankey said via Colton Sulley of the OU Daily. “We’ve had great success at 3:30 ET as well. What is our CBS contract will then go to ABC, so we know there’s some level of tradition being early but we will work with our TV partners to see what may be possible next year.”

To find the last non-11 a.m. CT Red River Shootout kickoff, you have to go back to the 2017 season. 2:30 was the start time then, most likely being the latest possible start time. Fans might be asking for a primetime Texas-Oklahoma matchup but multiple factors play into that not truly being possible — at least for now.

Along with adding Texas and Oklahoma into the mix, a new television era is beginning for the SEC beginning in 2024. Sankey mentioned the conference moving away from CBS, the network responsible for broadcasting the SEC Game of the Week for years. Those kickoffs were always at 2:30 CT and a staple of a college football Saturday.

Now, ABC will have the rights to SEC games and decide when they want to air the Red River Shootout. Sankey will have to work with them and decide which timeslot — likely 11 a.m. CT or 2:30 p.m. — works for all parties.

ABC will be broadcasting the 2023 version, opting to go for 11 a.m. CT. Whether ABC, ESPN, or FOX has had the option over the past two decades, 11 a.m. CT has won out more times than not.

Folks wearing Burnt Orange on one side of the stadium and Crimson and Cream on the other could be hoping for 2:30 p.m. to allow them to enjoy the State Fair of Texas just a little more before the game begins.