The Power 4 Era: Programming Over Football
The Power 4 era isn’t just about football. It’s about programming.
Memphis had the numbers.
It had the money.
It had a winning product on the field.
And none of it mattered.
Why?
Because realignment doesn’t reward merit. It rewards media value. And college football has become television, first and foremost — not just in what’s broadcast, but in how decisions are made.
The Big 12 didn’t reject Memphis because they didn’t like the offer. They rejected them because they didn’t like the story.
The Real Decision-Makers: ESPN and Fox
Power 4 conferences no longer expand to add teams. They expand to add inventory.
In 2022, the Big 12 signed a $2.3 billion media rights deal with ESPN and Fox — roughly $380 million per year, or $50 million per school annually.[¹] The networks weren’t paying for competition parity. They were paying for content: high-value matchups, marketable brands, and a full weekend slate across multiple time zones.
That’s why schools like:
-
UCF brought in Florida’s explosive TV market and recruiting base
-
Houston locked up Texas’ largest metro footprint
-
BYU offered coast-to-coast viewership and a national fanbase
-
Cincinnati arrived fresh off a College Football Playoff run[²] — the first ever by a Group of 5 school
These weren’t just teams. They were programming blocks.
Memphis didn’t add anything new to that lineup. Its media market overlaps with existing Big 12 schools, and its national footprint doesn’t move the needle. Even a $200M no-risk offer couldn’t overcome that reality.[³]
As one industry official noted to Sports Business Journal, “Memphis didn’t move the needle — not in boardrooms, and not on broadcasts.”⁴
@BroBible didn’t mince words: “Memphis just got the ultimate rejection. $250 million left on read.”[⁵]
Ratings Rule the Room
In 2022–23, the narrative was clear: BYU averaged 1.7–2.0 million, UCF ~1.4 million, Houston >1 million, while Memphis often fell under 700,000. That story stuck — Memphis “wasn’t broadcast-ready.”
But the 2024 numbers and 2025 games complicate the picture:
- 2024 averages (full season): BYU at ~1.15M, UCF ~733K, Houston ~443K, and Memphis ~251K. On paper, Memphis lagged.
- 2025 highs (so far): Memphis hit ~2.1M vs Arkansas (ABC, Week 4); Houston drew ~3.0M vs Colorado in primetime; BYU cleared 1.24M vs Stanford. UCF hasn’t had a reported top-10 breakout yet.
That shows Memphis can deliver when given the slot — contradicting the “always low-rated” label.
Viewership Benchmarks
| School | Avg. Viewership (2024) | 2025 Notable High |
| BYU | ~1.15M | ~1.24M vs Stanford (ESPN late night) |
| UCF | ~733K | — |
| Houston | ~443K | ~3.0M vs Colorado (primetime) |
| Memphis | ~251K | ~2.1M vs Arkansas (ABC, Week 4) |
2024 averages from Nielsen-based tracking; 2025 highs from weekly top-10 reports.
Reframe: Memphis wasn’t boxed out because it lacked potential — but because it didn’t get enough bites at the prime-time apple. When it did (Arkansas, ABC), it spiked into millions.
The problem is the product was never distributed evenly.
From a product standpoint, Memphis was capable. The networks just didn’t order it.
CFB Realignment Has a TV Programming Script — and a Cast List
College football isn’t just a sport anymore. It’s a long-running TV show — 13 episodes a year, every Saturday, with a cast of schools playing recurring roles.
-
Ohio State, Georgia, Alabama: The stars.
-
UCF, BYU, Colorado: The rising co-stars.
-
Memphis, Boise State, Tulane: Guest stars — nice for a subplot, but rarely promoted to series regular.
Memphis pitched itself as a breakout character: hardworking, coachable, loyal. But Colorado, fresh off a 1–11 season, got the role instead. Why? Because Deion Sanders pulled 9.3 million viewers in Week 1 alone.[⁹]
As @GoldnTickit put it: “They’re casting for primetime, not production. Memphis brought the business plan. Colorado brought the show.”[¹⁰]
The System Is the Story
Some G5 schools have cracked the code.
Cincinnati made the College Football Playoff in 2021 and got its Big 12 invite the following year.[²] But that wasn’t just about winning. It was about timing, market growth, and national buzz — things Memphis, for all its infrastructure, hasn’t matched.
And now that realignment decisions are largely set by TV networks, those odds are even slimmer. Consider:
TV-funded NIL edges like the Big 12’s projected $20–25 million per school in player payouts make Power 4 recruitment a ratings game too — widening a gap G5 schools can’t close with bids alone.[¹¹]
That’s a 7-to-1 imbalance — the kind that can’t be bridged by stadium upgrades or donor promises alone.
As @InfSportsNet said bluntly: “This is about brand. Not just winning. Not just money. Image matters.”[¹²]
And Memphis’ image — while rising — isn’t built for syndication just yet.
The Rejection Still Resonates
Even those critical of Memphis’ desperation are acknowledging the moment.
@BarstoolSports: “Memphis offered the bag, the clause, the brand deal… and still got ghosted. Realignment is savage.”[¹³]
@BN_Updates: “This could be a blessing. Let them build something bigger in the AAC or ACC one day. Real stories don’t end at rejection.”[¹⁴]
@GoldnTickit: “This rejection might push Memphis to the ACC—turning a no into a better yes.”[¹⁰]
Memphis isn’t out of the game. But it’s been told clearly where it stands.
And the next time a G5 school gets a call from a Power 4 commissioner, it won’t just need to bring wins or facilities. It’ll need a broadcast-ready storyline.
Because whether we admit it or not — this is television now.
Share your take on X: Is realignment too TV-focused?
Read part 1 of the Memphis/Big12 Series: The Boldest Offer College Football Ever Rejected
Read part 3 of the Memphis/Big12 Series: The Blueprint for the Next Memphis
Reach high-intent sports + business readers?
Sponsor a link or post — Email us here for curated placements, contextual exposure, and brand visibility.
—
About the Author of “College Football TV Programming: Why Memphis Was Left Out”:
Tiffany Stewart is a U.S. Navy veteran and sports industry professional with experience in recruiting, sponsorship analysis, and football operations. She holds a Master’s in Sports Industry Management from Georgetown and is currently pursuing a Master’s in Analytics at Texas A&M. A lover of all things football, Tiffany brings passion and perspective to every conversation and article. Follow her on X @SportySailor.
More content like “College Football TV Programming: Why Memphis Was Left Out”
Sources:
- SI: Big 12 media deal details
- ESPN: Cincinnati CFP run
- Commercial Appeal: Memphis response
- SBJ: Industry insight on rejection
- X: @BroBible on rejection
- SportsMediaWatch: College Football TV Ratings 2022–23 (BYU/UCF data)
- SportsMediaWatch: Memphis viewership data
- X: @RedditCFB on product vs. potential
- The Athletic: Deion Sanders’ viewership impact
- X: @GoldnTickit on ACC opportunity
- Front Office Sports: AAC vs. Big 12 revenue
- X: @InfSportsNet on brand importance
- X: @BarstoolSports on rejection severity
- X: @BN_Updates on future potential
The Memphis Big 12 Rejection Series: Part Two — Realignment Is a TV Show — and Memphis Isn’t in the Script
The Power 4 Era: Programming Over Football
The Power 4 era isn’t just about football. It’s about programming.
Memphis had the numbers.
It had the money.
It had a winning product on the field.
And none of it mattered.
Why?
Because realignment doesn’t reward merit. It rewards media value. And college football has become television, first and foremost — not just in what’s broadcast, but in how decisions are made.
The Big 12 didn’t reject Memphis because they didn’t like the offer. They rejected them because they didn’t like the story.
The Real Decision-Makers: ESPN and Fox
Power 4 conferences no longer expand to add teams. They expand to add inventory.
In 2022, the Big 12 signed a $2.3 billion media rights deal with ESPN and Fox — roughly $380 million per year, or $50 million per school annually.[¹] The networks weren’t paying for competition parity. They were paying for content: high-value matchups, marketable brands, and a full weekend slate across multiple time zones.
That’s why schools like:
UCF brought in Florida’s explosive TV market and recruiting base
Houston locked up Texas’ largest metro footprint
BYU offered coast-to-coast viewership and a national fanbase
Cincinnati arrived fresh off a College Football Playoff run[²] — the first ever by a Group of 5 school
These weren’t just teams. They were programming blocks.
Memphis didn’t add anything new to that lineup. Its media market overlaps with existing Big 12 schools, and its national footprint doesn’t move the needle. Even a $200M no-risk offer couldn’t overcome that reality.[³]
As one industry official noted to Sports Business Journal, “Memphis didn’t move the needle — not in boardrooms, and not on broadcasts.”⁴
@BroBible didn’t mince words: “Memphis just got the ultimate rejection. $250 million left on read.”[⁵]
Ratings Rule the Room
In 2022–23, the narrative was clear: BYU averaged 1.7–2.0 million, UCF ~1.4 million, Houston >1 million, while Memphis often fell under 700,000. That story stuck — Memphis “wasn’t broadcast-ready.”
But the 2024 numbers and 2025 games complicate the picture:
That shows Memphis can deliver when given the slot — contradicting the “always low-rated” label.
Viewership Benchmarks
School
Avg. Viewership (2024)
2025 Notable High
BYU
~1.15M
~1.24M vs Stanford (ESPN late night)
UCF
~733K
—
Houston
~443K
~3.0M vs Colorado (primetime)
Memphis
~251K
~2.1M vs Arkansas (ABC, Week 4)
2024 averages from Nielsen-based tracking; 2025 highs from weekly top-10 reports.
Reframe: Memphis wasn’t boxed out because it lacked potential — but because it didn’t get enough bites at the prime-time apple. When it did (Arkansas, ABC), it spiked into millions.
The problem is the product was never distributed evenly.
From a product standpoint, Memphis was capable. The networks just didn’t order it.
CFB Realignment Has a TV Programming Script — and a Cast List
College football isn’t just a sport anymore. It’s a long-running TV show — 13 episodes a year, every Saturday, with a cast of schools playing recurring roles.
Ohio State, Georgia, Alabama: The stars.
UCF, BYU, Colorado: The rising co-stars.
Memphis, Boise State, Tulane: Guest stars — nice for a subplot, but rarely promoted to series regular.
Memphis pitched itself as a breakout character: hardworking, coachable, loyal. But Colorado, fresh off a 1–11 season, got the role instead. Why? Because Deion Sanders pulled 9.3 million viewers in Week 1 alone.[⁹]
As @GoldnTickit put it: “They’re casting for primetime, not production. Memphis brought the business plan. Colorado brought the show.”[¹⁰]
The System Is the Story
Some G5 schools have cracked the code.
Cincinnati made the College Football Playoff in 2021 and got its Big 12 invite the following year.[²] But that wasn’t just about winning. It was about timing, market growth, and national buzz — things Memphis, for all its infrastructure, hasn’t matched.
And now that realignment decisions are largely set by TV networks, those odds are even slimmer. Consider:
The Big 12’s $50M per-school payouts
Compared to the AAC’s ~$7M average per school[¹¹]
TV-funded NIL edges like the Big 12’s projected $20–25 million per school in player payouts make Power 4 recruitment a ratings game too — widening a gap G5 schools can’t close with bids alone.[¹¹]
That’s a 7-to-1 imbalance — the kind that can’t be bridged by stadium upgrades or donor promises alone.
As @InfSportsNet said bluntly: “This is about brand. Not just winning. Not just money. Image matters.”[¹²]
And Memphis’ image — while rising — isn’t built for syndication just yet.
The Rejection Still Resonates
Even those critical of Memphis’ desperation are acknowledging the moment.
@BarstoolSports: “Memphis offered the bag, the clause, the brand deal… and still got ghosted. Realignment is savage.”[¹³]
@BN_Updates: “This could be a blessing. Let them build something bigger in the AAC or ACC one day. Real stories don’t end at rejection.”[¹⁴]
@GoldnTickit: “This rejection might push Memphis to the ACC—turning a no into a better yes.”[¹⁰]
Memphis isn’t out of the game. But it’s been told clearly where it stands.
And the next time a G5 school gets a call from a Power 4 commissioner, it won’t just need to bring wins or facilities. It’ll need a broadcast-ready storyline.
Because whether we admit it or not — this is television now.
Share your take on X: Is realignment too TV-focused?
Read part 1 of the Memphis/Big12 Series: The Boldest Offer College Football Ever Rejected
Read part 3 of the Memphis/Big12 Series: The Blueprint for the Next Memphis
Reach high-intent sports + business readers?
Sponsor a link or post — Email us here for curated placements, contextual exposure, and brand visibility.
—
About the Author of “College Football TV Programming: Why Memphis Was Left Out”:
Tiffany Stewart is a U.S. Navy veteran and sports industry professional with experience in recruiting, sponsorship analysis, and football operations. She holds a Master’s in Sports Industry Management from Georgetown and is currently pursuing a Master’s in Analytics at Texas A&M. A lover of all things football, Tiffany brings passion and perspective to every conversation and article. Follow her on X @SportySailor.
More content like “College Football TV Programming: Why Memphis Was Left Out”
Sources: