"At the end of the day, I think staying true to what we've always been, which is the best estimate of what the audience is actually doing at a granular level. And I think the more we're proving that out, the more trust we build."
On Saturday, FOX grabbed 4,005,000 viewers for the Michigan-Indiana matchup in the Big Noon Saturday window, up 40% from 2021's Week 6 game of Maryland-Ohio State (2,870,000).
Borrell Associates projects that figure will climb considerably over the next four years as the industry undergoes what it describes as a "great reshuffling."