You have to understand how the BTN makes its money. It's not about ratings. Instead, the lion's share of BTN revenue comes from subscriber fees. That is, a portion of every single cable bill of every single household that has the BTN goes to that channel, whether they watch it or not. That could range from $.10 per subscriber per month in non-Big Ten regions, and around $.70 - $.80 per subscriber per month in the Big Ten states. When you're talking about 50 million or more households paying that much per month (once again, regardless of whether those households actually watch the channel), you're looking over a couple of hundred million dollars per year of revenue for the Big Ten... and that's before the channel sells a SINGLE commercial. It's pretty easy to see why the BTN is so important to the Big Ten schools.