Outside of an occasional non-conference game played by Zero U or cow, the little 12 has one, and only ONE game per season that matters or anyone cares about, the Red River Pop Gun Classic. All of the rest of the TV inventory is useless, which is why their champ. game is at 11 AM and most their games are on cable and not ABC or CBS. Nobody outside the little 12 footprint cares about the conference and there is little to no demand to watch KSU, Okie State, tcu, tech, etc.
How many people nationally care to watch Texas Tech vs. OK State or West. Va. vs. purple frog or baylor vs. anyone? Compare that to FL vs. LSU, Auburn vs. UGA, aTm vs. UT, Bama vs. anyone in the SEC, etc., etc.
The SEC (and Big 10) have DOZENS of games that CFB fans want to tune in to watch as must see TV for CFB, I'd safely put that # at 28+ games just for SEC games. Again, the little 12 has ONE conference game that matters and an occasional non-con game played by those same two schools.
This is the main reason cow so desperately wants to play us again, their schedule sucks and their home sked in their own stadium is terrible year in and year out with Red River in Dallas. Sure they have signed up series with Bama, etc. in non-con as they have to somehow try to offset a home slate of Kansas, West Va., Okie State, baylor, etc., etc., etc.
Their TV $$ is going to get a haircut or stay flat while ours continues to grow at a rapid pace.