The "brand on brand" system has been a goldmine for The SEC. But it has it's limits. In the confines of The SEC footprint, advertisers have lots of attractive games to choose, but those ads reach the same population of viewers over and over and over. That was not a problem for ESPN when they also had The B1G and The PAC (maybe.) Market on market could be the description of what The B1G's media group is seeking. We often say that The SEC need not expand with Georgia Tech because Georgia gives them 90% of that state already. That doesn't mean 90 % of the 11 million residents of Georgia. It means 90% of the football viewing public for any particular game. But that game lasts for the duration of one broadcast window. In another window on that same day, GT could play a game and attract a subset of those same football views, surely a smaller number. The ad buyers might not wish to duplicate their ads on the GT game. But this is how two schools like GT and Northwestern (definitely not football brands) can make hay because they are in large markets. The ad buyer might be willing to spend on the GT game if the other half of TV audience is in Chicago. It's why Miami my be more valuable than some think. Also consider Arizona State, Stanford, even USF. P.S. I have not watched very much of Outkick/Josh Pate. But I saw a video he did yesterday about Greg Sankey which makes me worry for The SEC (yes worry) and to form a not-so-favorable opinion of that reporter. Not right for this thread.