Report: Big 12 'seriously discussing' adding BYU
The conference is reportedly still early in the process to determine its future membership in the wake of Oklahoma's and Texas' decision to leave for the SEC.
The departures reportedly could cost schools $10 million to $15 million a year in media rights revenue.
The conference's interest in the Cougars is seemingly motivated by the team's strong TV numbers, which could help alleviate those financial losses.
In 16 games broadcast on ABC, Fox, or ESPN from 2015 to 2019, BYU's median audience was 1.64 million viewers, according to Olson and Staples.
Meanwhile, Big 12 games not involving Oklahoma or Texas drew a median audience of 1.786 million on those channels over that same time period.
"The last time we went through an exercise, that's the one school the consultants were saying added value to our current TV contracts," one Big 12 athletic director told The Athletic.
The Pac-12 announced Thursday that it wouldn't pursue expansion "at this time," eliminating a potential option for the remaining eight Big 12 teams.
The Big 12 expansion subgroup will reportedly meet Friday to discuss the topic with conference presidents and chancellors.
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