Some surprising things in here. NCAA Basketball ad revenue dwarfed all other sports in 2010/11. Total NCAA BBall ad revenue grew 30% to $1.336B. NCAA football ad revenue fell 20% to $787M. Football ad revenue has been flat or declining since 2007. Other Numbers by conference: NCAA Bball 1/1-3/13/11 (000's) Average Viewers Big 10 1.496 ACC 1.247 SEC 1.222 Big 12 1.069 Big East 1.049 Pac 10 0.783 NCAA Football Average Viewers by Conference SEC 4.447 Big 10 3.267 ACC 2.651 Big 12 2.347 Pac 12 2.108 Big E 1.884 The ACC was number 2 in BBall viewership & number 3 in Football, well ahead of the Big 12 I might add whose numbers will not look as good projecting out after losing Nebraska, aTm & Mizzou. I have to think with these numbers & trends we'll be looking at more than the previously "leaked" $1-2M. Lou? Abiaka? I just crunched some numbers from the study and have NO insight in the TV biz. But trends are trends.