What's Happening?
Brigham Young University (BYU) has experienced a significant increase in television viewership following their successful 2025 football season. The team concluded the season with a victory over Georgia Tech in the Pop-Tarts Bowl, achieving a 12-2 record. This marked the first time since 2001 that BYU won 12 games in a single season. The Cougars' performance in the Big 12 has led to unprecedented exposure, with three of their four most-viewed games since 2012 occurring in the latter half of the 2025 season. Notably, the 2025 Big 12 Championship Game against Texas Tech attracted 8.99 million viewers, while the Pop-Tarts Bowl garnered 8.70 million viewers, making it the most-watched non-College Football Playoff (CFP) bowl game since the 2019 Citrus
Bowl.
Why It's Important?
The increased viewership and exposure are crucial for BYU's long-term goals of expanding its brand and influence in college athletics. The high ratings demonstrate the growing interest in BYU football, which can lead to enhanced recruitment opportunities, increased sponsorships, and greater financial support for the athletic department. The success in the Big 12 and the resulting media attention also position BYU as a more attractive option for future conference alignments and television deals. This visibility is particularly significant as it helps BYU compete with larger programs and maintain its independence while still achieving national recognition.
What's Next?
BYU's continued success in the Big 12 and its ability to draw large television audiences will likely influence future scheduling and broadcasting decisions. The athletic department may seek to capitalize on this momentum by negotiating more lucrative media rights deals and exploring opportunities to participate in high-profile games. Additionally, the increased exposure could lead to strategic partnerships and collaborations that further enhance BYU's brand. The university will likely focus on maintaining its competitive edge in the Big 12 to ensure sustained viewership and support.
