The latest Nielsen viewership numbers for the Big 12 are in, here we can actually which teams fans actually give a shit to watch. Thanks to a detailed breakdown posted by WildUte (@TheWildUte) on X (July 27, 2025), we’ve got the 2021-2024 averages for every program in the conference, and it’s clear who’s got the fans hooked—and who’s struggling to keep the lights on. Whether you’re a die-hard Oklahoma State supporter or just here to see Colorado’s hype get checked, this data tells the story. Let’s dive into the rankings and figure out what it all means for the 2025 season.
The Standouts: Who’s Drawing the Crowds?
The Nielsen data, based on four years of rated games, ranks the Big 12 teams by average viewership (in millions) from 2021 to 2024:
• 1. Colorado: 2.27 (0.37 in 2021, 0.35 in 2022, 4.50 in 2023, 3.86 in 2024)
• 2. Oklahoma State: 1.38 (1.58 in 2021, 1.68 in 2022, 1.14 in 2023, 1.10 in 2024)
• 3. TCU: 1.31 (0.91 in 2021, 2.20 in 2022, 1.42 in 2023, 0.71 in 2024)
• 4. Utah: 1.26 (0.99 in 2021, 1.16 in 2022, 1.53 in 2023, 1.35 in 2024)
• 5. Iowa State: 1.08 (1.22 in 2021, 0.88 in 2022, 1.15 in 2023, 1.07 in 2024)
Colorado tops the list with a 2.27 million average, driven by a massive spike in 2023 (4.50M) and 2024 (3.86M) thanks to Deion Sanders’ “Prime Effect.” But Oklahoma State isn’t far behind at 1.38 million, showing steady draw with peaks like 1.68M in 2022. TCU (1.31M) and Utah (1.26M) round out the top tier, with Utah’s 1.53M in 2023 highlighting their Pac-12 crossover appeal. Iowa State’s 1.08M keeps them in the conversation, proving consistent football can still pull eyes.
The Middle Pack: Solid but Not Spectacular
• 6. BYU: 1.06 (0.89 in 2021, 1.00 in 2022, 1.21 in 2023, 1.15 in 2024)
• 7. Kansas State: 1.01 (0.64 in 2021, 1.23 in 2022, 0.81 in 2023, 1.38 in 2024)
• 8. Baylor: 0.93 (1.16 in 2021, 1.32 in 2022, 0.45 in 2023, 0.78 in 2024)
• 9. Kansas: 0.91 (0.54 in 2021, 0.73 in 2022, 1.24 in 2023, 1.14 in 2024)
• 10. West Virginia: 0.91 (0.95 in 2021, 0.77 in 2022, 1.10 in 2023, 0.83 in 2024)
This group hovers around the 1 million mark, with Kansas State’s 1.38M in 2024 and BYU’s steady climb (1.15M in 2024) showing potential. Baylor’s drop to 0.45M in 2023 hurts their average, while Kansas and West Virginia flirt with relevance but can’t break out consistently.
The Stragglers: Who’s Losing Fans?
• 11. Texas Tech: 0.83 (0.80 in 2021, 0.68 in 2022, 0.95 in 2023, 0.91 in 2024)
• 12. Cincinnati: 0.70 (1.22 in 2021, 0.65 in 2022, 0.48 in 2023, 0.44 in 2024)
• 13. Arizona State: 0.59 (0.74 in 2021, 0.31 in 2022, 0.60 in 2023, 0.69 in 2024)
• 14. UCF: 0.57 (0.41 in 2021, 0.51 in 2022, 0.62 in 2023, 0.73 in 2024)
• 15. Arizona: 0.54 (0.34 in 2021, 0.51 in 2022, 0.43 in 2023, 0.88 in 2024)
• 16. Houston: 0.38 (0.23 in 2021, 0.24 in 2022, 0.59 in 2023, 0.47 in 2024)
The bottom tier is a tough watch. Texas Tech’s 0.83M and Cincinnati’s slide to 0.44M in 2024 signal fan fatigue. Arizona State (0.59M) and UCF (0.57M) are still finding their footing post-realignment, while Arizona (0.54M) and Houston (0.38M) lag hard, with Houston’s 0.23M in 2021 a red flag.
What This Means for the Big 12
Colorado’s lead is undeniable, but it’s tied to Sanders’ star power—X users like Tim Fitzgerald (@LifeofFitz) note their early years (0.37M in 2021) drag the average down, hinting at a potential drop when he leaves. Oklahoma State’s 1.38M, though, is a rock-solid base, built on Gundy’s tenure and a loyal fanbase—perfect for guys who value consistency over flash. The top five teams (Colorado, OSU, TCU, Utah, Iowa State) account for over 7.3 million combined average viewership, showing the conference’s strength lies in its upper crust.
The middle and lower tiers need a wake-up call. Kansas State’s 1.38M in 2024 and BYU’s growth suggest upside, but programs like Houston (0.38M) and Cincinnati (0.70M) risk fading unless they win big. B12 Pilgrim (@B12Pilgrim18551) on X argues better TV slots could boost everyone, and with 2025 kicking off soon (OSU vs. UT Martin, Aug 28), the conference has a chance to prove its depth.
Your Take
This Nielsen data is a snapshot of fan interest—Colorado’s the headline, but Oklahoma State’s the heartbeat. Head to FrontPorchSports.com for more breakdowns, and hit the comments.