Recent TV Data Showing Clemson's Brand Value in Conference Realignment

Apr 18, 2024, 12:31 PM

As a Marketing/Branding person, I love seeing that, from a branding perspective, Clemson still appears to be in a strong position!

There is a reason why Clemson and FSU are the first two programs to have filed lawsuits while seeking to exit the ACC. Only teams with attractive options would take that action.

There is a reason why FSU, Clemson, UNC voted against adding “Calford” and SMU to the ACC. Again, it comes down to how attractive are a school's options.

Television execs (i.e., the people who determine how much money a TV network is willing to offer a conference) want teams that draw high viewership. Obviously, the higher the viewership, the more valuable the brand.

TV data between 2016-2023 tells a powerful story for Clemson. Only three teams not already in SEC or BIG ranked in the Top 20 in viewership over the last eight years: Clemson, FSU, and Notre Dame.

Clemson ranks #11:

https://twitter.com/TJAltimore/status/1780587335765107157?t=ANfcokwbRwJwM-shWcBs7g&s=19

Clemson had a down season in 2023 (although many teams would kill for a 9-4 season). Even with a down season, Clemson still drew well.

Clemson was still Top 20 in 2023:

https://www.tennessean.com/story/sports/college/SEC/2023/12/19/alabama-georgia-most-viewed-teams-college-football-season-2023-nielsen-ratings/71975148007/

Of course, how a team projects into the future matters as well. But, the problem with projections is that they are not real numbers: They might turn out to be accurate and they might not. That’s why real data tends to trump projected data.

And, that is why the BIG and/or SEC should find Clemson valuable. There are only a few teams left that offer substantive value. Clemson’s brand value – as shown by the viewership numbers - makes the Tigers attractive to TV execs. That should make Clemson attractive to conferences in conference realignment.