We know Florida State is a national brand. But what makes Florida State a national brand? Why does this matter for a possible Big Ten membership?
— Big Ten information. College football fan (@Genetics56) April 1, 2025
When I make posts like this, there is usually a specific targeted audience that I am speaking to. That is once again the case with… pic.twitter.com/dE2xyo8EZB
The image, from , provides viewership data for Florida State and how things would be impacted if Florida State was no longer a member of the ACC. On the flip side, for membership in the Big Ten, over the last decade or so for viewership draw, Florida State would be in the Top 4. That means Florida State is not a negative addition from a viewership perspective and that matters for AD rates and media rights value. As such,the data on the TV viewership for ACC teams, comparing their total TV viewers for major network games (OTA networks + main ESPN) is from 2016 to 2023. To help others understand the data, there are numbers for each team: one including all games (gray bars) and one excluding games against Florida State (blue bars). The percentage drop in viewership when Florida State games are excluded is also indicated. I'll break this down to understand the impact of Florida State on TV ratings for other ACC teams and what this implies about Florida State’s role in the conference’s TV draw. The chart lists 17 te and shows the following: Notre Dame (ND): Including Florida State: 280 million viewers Excluding Florida State: 269 million viewers Drop: 4% (11 million viewers) Clemson: Including Florida State: 195 million viewers Excluding Florida State: 171 million viewers Drop: 13% (24 million viewers) Miami: Including Florida State: 100 million viewers Excluding Florida State: 80 million viewers Drop: 20% (20 million viewers) Louisville (LOU): Including Florida State: 82 million viewers Excluding Florida State: 69 million viewers Drop: 16% (13 million viewers) Virginia Tech (VT): Including Florida State: 62 million viewers Excluding Florida State: 53 million viewers Drop: 14% (9 million viewers) North Carolina (UNC): Including Florida State: 61 million viewers Excluding Florida State: 58 million viewers Drop: 5% (3 million viewers) NC State (NC ST): Including Florida State: 59 million viewers Excluding Florida State: 54 million viewers Drop: 9% (5 million viewers) Pitt: Including Florida State: 57 million viewers Excluding Florida State: 55 million viewers Drop: 3% (2 million viewers) Georgia Tech (GT): Including Florida State: 49 million viewers Excluding Florida State: 49 million viewers Drop: 0% (no change) Syracuse (SYR): Including Florida State: 47 million viewers Excluding Florida State: 41 million viewers Drop: 13% (6 million viewers) Virginia (UVA): Including Florida State: 32 million viewers Excluding Florida State: 28 million viewers Drop: 14% (4 million viewers) Duke: Including Florida State: 42 million viewers Excluding Florida State: 42 million viewers Drop: 0% (no change) Wake Forest (WAKE): Including Florida State: 34 million viewers Excluding Florida State: 32 million viewers Drop: 6% (2 million viewers) Boston College (BC): Including Florida State: 26 million viewers Excluding Florida State: 21 million viewers Drop: 19% (5 million viewers) While the chart shows Stanford, California and SMU, there is no historic data to correctly analyze the impact for those three schools for this analysis. Thus, they should technically not be included, and as such, I didn't include them in the above data. Key Observations Significant Drops in Viewership: Teams like Miami (20%), Boston College (19%), Louisville (16%), Virginia Tech (14%), Virginia (14%), Clemson (13%), and Syracuse (13%) experience notable drops in viewership when their games against Florida State are excluded. This indicates that games involving Florida State significantly boost their TV ratings. Or worded another way, they are watching the mentioned teams because they are playing Florida State and when they don't play Florida State they lack stickiness. Absolute Numbers: In terms of raw numbers, Clemson loses the most viewers (24 million), followed by Miami (20 million), and Notre Dame (11 million). Even smaller programs like Boston College and Syracuse lose 5-6 million viewers, which is significant for their scale. Conclusion: Florida State as a TV Ratings Pull The data clearly shows that Florida State is a major driver of TV ratings for ACC teams. Here’s why: Consistent Viewership Boost: For most teams, games against Florida State increase their total viewership by a significant margin. Miami, for example, loses 20% of its viewership without Florida State games, and even a powerhouse like Clemson sees a 13% drop. This indicates that Florida State draws a large audience, due to its national brand, historical success, and fanbase. And hate watching. Impact Across the Board: The effect is not limited to one or two teams but is seen across many ACC programs, from larger brands like Clemson and Miami to smaller ones like Boston College and Syracuse. This suggests that Florida State’s appeal is broad and not just tied to specific rivalries. Implication of Losing Florida State: If Florida State were to leave the ACC, the remaining teams would likely see a decrease in their TV draw. The data shows that without Florida State, the average ACC team’s viewership drops by a double-digit percentage in many cases.
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