1. People are leaving California in droves and being replaced by a demographic that has not grown up with football.
2. The other states in the PAC-12 footprint are growing in population, particularly Arizona, Colorado, Oregon and Utah. Nevada and Idaho are growing in population, too.

However, winning games and giving local a reason to watch them on TV is the best thing they can do. They have to win people over in their own back yard. They must get them to come to the games and to turn on their TVs. They can't claim East Coast Bias if there is West Coast Apathy. When people move from Silicon Valley to Boise, they must remain Stanford fans and not become Boise State fans. They have to keep Utah kids signing with Oregon and Stanford if they do not sign with Utah. The whole of 2020 was just bad for that mission.