The most impactful matchup in the Big Ten on the penultimate Saturday of the regular season — a showdown featuring playoff hopefuls with national appeal — will air on CBS at 12:30 p.m.
And that’s unfortunate.
Not for CBS, which is undoubtedly thrilled to air No. 15 USC’s date with No. 7 Oregon.
But it’s unfortunate for the schools, their conference and their conference’s primary broadcast partner.
The duel in Autzen Stadium should be the “Big Noon” matchup on Fox.
Alas, the “Big Noon” window doesn’t work for the Big Ten’s West Coast wing, where 9 a.m. Pacific Time starts are non-starters with fans and campus officials.
It’s one of the great flaws in the Big Ten’s $1 billion media contract — perhaps the greatest flaw. USC, UCLA, Oregon and Washington cannot play home games in the most coveted TV slot their conference has to offer.
But what if their home games were on “Big Noon,” just not at noon?
The Big Ten’s media deals with Fox, CBS and NBC include all sorts of caveats and carveouts, twists and tolerances.
What if the Fox and CBS broadcast windows were flipped one Saturday per season, giving Fox the chance to show a West Coast kickoff at 12:30 p.m. (Pacific) with all the “Big Noon” pomp and circumstance, plus the A-list announcing team (Gus Johnson, Joel Klatt and Jenny Taft).
That same flip would allow CBS to broadcast one game in the early (9 a.m.) window, which would assuredly offer a bevy of options from the Big Ten’s 14 eastern and Midwestern campuses.
It might cost Fox some cash, or maybe not. Maybe CBS would jump at the chance to show an early game that isn’t head-to-head with one of the SEC’s mega-collisions at 12:30 p.m. (on ABC).
The networks engage in horse-trading all the time. In fact, there’s a perfect example of carveouts and caveats within the Big Ten’s current media deal.
Last year, the exclusivity clause was removed for Week 11, allowing NBC to air Minnesota-Rutgers at 9 a.m., directly opposite the Purdue-Ohio State broadcast on “Big Noon.” And this year, NBC aired Maryland-Wisconsin at 9 a.m. (Fox didn’t have a game in that window.)
The networks can mix and match whenever they want, so long as the involved parties are properly motivated.
Why wouldn’t Fox want the option to show USC-Oregon or Ohio State-Washington or Michigan-USC at 12:30 p.m.?
Why wouldn’t CBS (and NBC) want the option to air one of their marquee games at 9 a.m., opposite an ACC matchup or a second-tier SEC game?
After all, the CBS (12:30 p.m.) and NBC (4:30 p.m.) broadcast windows are up against the best of the SEC on ABC — a daunting assignment in the ratings game.
To this point, 37 games have attracted at least 5 million viewers, according to SportsMediaWatch and Nielsen:
ABC/ESPN: 27Fox: 4CBS: 4NBC: 2
Our suggestion is rooted in the long view and basic math.
Four seasons remain on the Big Ten’s media agreement with Fox, CBS and NBC, and at least three of the West Coast teams, USC, Oregon and Washington, are likely to host marquee games each season — either against each other or the conference’s traditional powers. (Sorry, UCLA, but it’s true.)
Based on the Big Ten’s Flex Protect XVIII multi-year schedule rotation, Ohio State, Penn State and Michigan will each make one trip to the West Coast per year for the next three years.
That’s nine opportunities for big ratings and compelling competition, plus whatever intra-regional games (e.g., USC-Oregon) carry major national implications.
Fox has been forced to air some clunkers in its primary window.
So has CBS.
Create flexibility for one Saturday, and everyone benefits.
The networks always have a horse available for trade.
*** Previously published Hotline articles on sports media:
— Brett Yormark’s “GameDay” pursuit and the Big 12’s media strategy— Pac-12 completes media rights package: USA Network joins CBS and The CW— Friday night football is a ratings success; are doubleheaders next?— Our plan to save the USC-Notre Dame series— How the Week 5 games highlight CBS’ big whiff with the SEC— Explaining the 11 p.m. (ET) kickoff time for USC-Michigan State— Dave Portnoy and Ohio State is a dangerous game for Fox— The Big 12’s social media game is clever, proactive and undaunted— Where (and when) to find Big 12 football games this season— Low ratings, NFL conflicts make it clear: CFP calendar needs to change— Thanksgiving Eve is an open broadcast window the Big 12, Pac-12 should exploit— Explaining the Big Ten’s TV selection process
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