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This is another reason why realignment/brands are so important right now.
You could have top ten Oklahoma State and Iowa State playing each other but that maybe overshadowed by a B1G or SEC matchup at the same time.
I will say this, someone who grows up mostly watching SEC games is very unlikely to watch Illinois and Northwestern but if there is a close Penn State vs. Ohio State game, they are tuning in. People down here will watch Michigan, Michigan State, Ohio State, Penn State, and Wisconsin. Heck, even Nebraska sometimes because they have the NAME.
I watched OU-Nebraska last year over some SEC matchups just because of the programs/name and the interest behind the rivalry. Sometimes I will watch Oregon, USC, FSU, etc. However I am probably not going to watch a Baylor vs. Iowa State type game.
As I stated, if an SEC matchup is between two highly ranked teams, then it's in my rotation.
However, those types of games are the exception rather than the norm.
Bama has only played Georgia during the regular season twice in the last 10 years. Both being blowouts (38-10) and (41-24) where I'd have changed the channel.