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More people watch brand named teams like Texas, USC, Nebraska, etal even if they AREN'T ranked. And they do so at a higher rate than teams like Cal, Baylor, Purdue, Miss State, etal even if those teams ARE ranked.
Sometimes but look at TCU's numbers this year, I bet it was higher than average, especially towards end of year.
Typically USC and Texas started the season with a lot of hype and higher ranks and got views until they lost 2-3 games. They have been far more competitive and visible than Miami or many of the ACC teams that I described.
Texas was 10-4 just 3-4 seasons ago and finished in top 10. Even this past season, they finished ranked. They played in the National Title in 2009 (that isn't as long ago as you think).
USC won a Conference Title in last 6-7 years and has typically been ranked most seasons in that span. If you posted both programs AP ranking information, I think you will see that in most of the past 10-15 seasons, they have been ranked at least 1-2 weeks every year and for most, even half or more of the year.