In wake of realignment, big storylines plus big brands means hot start for college football

After a tumultuous summer in which the multi-billion-dollar chase for TV rights revenue became its own competitive sport, early returns on the public reception to on-field developments reveal one fundamental truth.

Death. Taxes. And the combination of compelling storylines and big brands equals huge college football ratings.

Scintillating talents like Shedeur Sanders and Travis Hunter are must-see NIL stars in the unlikely setting of Boulder, Colorado. FOX Sports’ masterstroke of broadcasting TCU–Colorado in its Big Noon window paid off with 7.2 million viewers. And Florida State‘s resounding victory over LSU attracted 9.5 million eyeballs, making it the most-watched Labor Day Sunday opener on ABC since 2016. Plus, USC quarterback Caleb Williams continues to break the Internet with his jaw-dropping plays.

College sports isn’t undergoing an evolution.

This is a revolution.

Yet, all signs point toward college football continuing to flourish as America’s clear-cut No. 2 athletic attraction behind only the NFL.

“They [NCAA] told us, ‘As soon as players are paid, that’ll kill the goose that laid the golden egg because people aren’t going to watch’ – as if people tuned in for amateurism,” ESPN analyst Jay Bilas told On3. “They do not. There is zero credibility in the doomsday predictions by the NCAA.”

Coach Prime’s success helps college football

Big brands are the coin of the realm in college football. 

No one will contend that Colorado has been a big brand for a few decades. But Deion Sanders is a singular one that resonates nationwide. And the immediate impact of his transfer portal stars makes the program an irresistible storyline. 

His son, Shedeur Sanders, saw his On3 NIL Valuation jump up $2.5 million to $3.5 million after he went 38 of 47 for 510 yards and four touchdowns against TCU. It is now the highest-ranked valuation in college football. Hunter, the two-way sensation who played 129 snaps, now has 1.5 million followers and a $1.8 million On3 NIL Valuation, which ranks No. 4 in college football.

Bob Thompson, the retired Fox Sports Networks president, tweeted that it took “big cajónes” by FOX to slot CU in the Big Noon Week 1 window following a one-win season. Thompson: “Hats off to the boys at FOX Sports for rolling the dice.”

Fans continue to tune in

Three other games on ESPN’s family of networks – Clemson–Duke; North Carolina–South Carolina; and Florida–Utah – each attracted more than 3 million viewers. And Saturday was the most-viewed day of college football ever on ESPN+.

How will dramatically reshaping the power conferences in 2024 affect viewership across the board? It remains to be seen. But one certainty is that the combination of attractive storylines and marquee brands equals big numbers.

That’s what ESPN is expecting when No. 11 Texas visits No. 3 Alabama on Saturday night, a preview of life in the SEC for the Longhorns. Sanders’ Colorado home coaching debut against rivals-from-a-different-era Nebraska at noon ET on FOX is also appointment viewing. 

“Brands matter,” David Levy, the former Turner president, told On3 last year. “You always want to have these big brands from a pure network perspective – I’m not talking about fans, I’m not talking school alumni – I’m talking purely ratings. You want the big names.”

Despite a summer of dizzying change, showcase “big names” and people will watch. Millions will watch.