increase the viewership of each school because you are pulling in new fans that will watch conference games not involving their team. By adding teams to the conference, you are adding viewers not just for the games with the teams added, but for all the other games too. BYU is getting Big12 viewers added on; and the schools in the Big12 get the added BYU viewers who are interested in watching conference games. How many of us have tuned in to Big12 games this year that we probably wouldn't have last year?