Ratings are largely based on nationally relevant programs. Oregon's an interesting team from expansion. They likely don't bring in as much value in the traditional cable packages. If the Big Ten were to add Oregon, it's a long term vision. We are transitioning from cable to streaming. This means the importance of markets is going down and the importance of eyeballs is going up. This transition isn't a light switch, it's not going to flip over night. But it's moving more in that direction every year.
When eyeballs start to outweigh markets, it's going to come down to having the best matchups. Outside of a handful of brands, this means who has the best programs. Oregon is fully invested in football and athletics in general, which makes it a smart team to bet on long term.