• Loading stock data...
Wednesday, October 8, 2025

Pac-12 Network Grows Viewership Thanks to Cross-Platform Integration

Pac-12 - Sports - College - Media

November will be a high-water mark for the Pac-12 Network, and it’s unlikely to go down soon.

Launched in 2012, the network has undergone a substantial programming change over the past year to help drive new viewers to the property, said Dustin Rocke, the network’s vice president of programming and development.

When Rocke started with the network, the trend of cutting the cord and the rise of social channel roles in content had not yet occurred. He conceded when he started his career, he never thought there’d be a day he’d intentionally put content on other platforms. Now, he uses those channels to buoy the viewership.

“When we started, [channels, website, social] really acted independently,” Rocke said. “We were focused on the TV network and live events. Now our bread and butter is still live events, but over the last year we started thinking about other programming we’re doing.”

READ MORE: Superstars Help Showcase Importance of Social Media Value for Teams 

A network driven by college fan bases does hold an advantage against other leagues and entertainment networks since the followers generally have passionate, lifelong loyalties and will almost always tune into their school’s football and basketball games.

While the Pac-12 Network’s ratings have steadily increased in its first six years, Rocke said drawing people in from the pool of cord-cutters is still at the forefront of the team’s current mission. It is now making a more concerted effort in cross-platform integration; original clips of premiere programming — like the behind-the-scenes show “The Drive” — create compelling content fans might want to consume.

“The idea is to get people hooked and want to get more on our platforms,” Rocke said. “[It’s] catching them on Facebook, Instagram or Twitter by creating cool content, and our goal is they’ll want more of it. At the very least, we want to cultivate the fans and reach them where they are.”

Some of the additional platform content does drive revenue, but Rocke said the real intent is promotional value drawing views back to the TV and monetizing the programming there.

“That’s really the win for us,” he said, as the Pac-12 Network is driven by live events, with more than 120 this November.

READ MORE: What Sports Marketers Think of IGTV

The network has 11 football games, highlighted by a competitive finish to the season, to elevate the busy month. In addition, it capitalized on yet another successful Pac-12 China Game which featured Cal’s men’s basketball team taking on Yale in Shanghai as part of its “Pac-12 Global” initiative on November 10.

The Pac-12 Network will also broadcast more than 250 men’s and women’s basketball games this year.

The games provide an opportunity to showcase the atmosphere of college campuses too. The network’s Saturday football show will make appearances on all 12 campuses this season, while it will make plenty of visits in the basketball season and then cap of the year with the men’s and women’s Pac-12 basketball championships in Las Vegas.

[mc4wp_form id=”8260″]

Rocke said the social channels are also important to draw in fans of Olympic sports, as the conference has more Olympic-sport national championships than others and televises dozens of high-quality matches every season.

“We’re trying to get people to understand other sports,” Rocke said. “It’s harder to develop those fans than draw in the ones that exist.”

As the network has matured, Rocke said the relationship with each school is well refined and helpful in producing intriguing content the network’s employees might not find without their ear to the ground on campus.

READ MORE: What Do Sports Social Media Pros Think of Twitter Removing Likes?

Rocke said his team regularly looks at other league networks and sports media outlets for content ideas and points of comparison.

“People want the all-access stuff,” he said. “We know people like that, but we also know we didn’t invent it. We know we’re not competing against those leagues for the USC fan that wants to watch a USC football game, but competing with the agnostic fan that has no ties and just wants to watch good content.”

Linkedin
Whatsapp
Copy Link
Link Copied
Link Copied

What to Read

Sep 1, 2025; Chapel Hill, North Carolina, USA; North Carolina Tar Heels head coach Bill Belichick on the field before the game at Kenan Stadium

UNC’s Disastrous Season Continues With Report of NCAA Rules Violation

A UNC cornerbacks coach reportedly gave sideline passes to a player’s family.

NFL and College Football TV Ratings Continue to Surge, Especially for CBS

The network’s singleheader coverage Sunday drew huge viewership.
Sep 20, 2025; Lincoln, Nebraska, USA; Nebraska Cornhuskers head coach Matt Rhule walks onto the field before the game against the Michigan Wolverines at Memorial Stadium.

Big Ten Teams Grapple With Long Flights, Time-Zone Hurdles

Coaches across the country are noticing some impact.

Featured Today

Paul Cartier

Sports Organists Are Still Thriving in the Era of Raucous Arena Music

“When they walk out and they see a real organ guy, it’s like, ‘Wow.’”
Sep 27, 2025; Milwaukee, Wisconsin, USA; Milwaukee Brewers center fielder Jackson Chourio (11) rounds the bases after hitting a home run during the sixth inning against the Cincinnati Reds at American Family Field.
October 4, 2025

Milwaukee Moneyball: Brewers Are Beating MLB’s Deeper Pockets

Milwaukee is holding its own against big-budget competitors.
Kōloa Rum Company Rum Rusher
September 27, 2025

Panthers Bubbly, Jets Wine, Manning Whiskey: The Sports Booze Boom

A sommelier dives into the sports booze trend—and tries Jets wine.
Nov 17, 2024; Pittsburgh, Pennsylvania, USA; Pittsburgh Steelers fans wave Terrible Towels against the Baltimore Ravens during the fourth quarter at Acrisure Stadium
September 26, 2025

Steelers’ Irish Roots Are Deeper Than NFL Dublin Game

The Steelers have history and the foundation for a future in Ireland.
October 6, 2025

Mark Sanchez Charged With New Felony in Indianapolis Case

The broadcaster and ex-NFL quarterback faces up to six years in prison.
Mar 19, 2023; Miami, Florida, USA; USA shortstop Trea Turner (8) throws to first base for an out during the first inning at LoanDepot Park.
October 7, 2025

Fox Picks Up Media Rights to 2026 World Baseball Classic

The network will repeat its role in the international baseball tournament.
Sponsored

How Jenny Just Is Shaping the Future of Sports Ownership

Jenny Just on bringing her investment experience to sports ownership.
Sep 27, 2025; Athens, Georgia, USA; Georgia Bulldogs running back Josh McCray (2) runs against Alabama Crimson Tide linebacker Nikhai Hill-Green (41) and defensive back Keon Sabb (3) in the second half at Sanford Stadium.
exclusive
October 2, 2025

College Football Viewership Is Up Double Digits. Here’s Why

Average game viewership is up by more than 10% so far.
The NBC Sports broadcast team works Michigan State's football game against Boston College on Saturday, Sept. 6, 2025, at Spartan Stadium in East Lansing.
October 2, 2025

NBC Sports, Peacock Stay on YouTube TV With Long-Term Deal

The broad-based agreement keeps NBC channels with the key distributor.
Georgia Bulldogs quarterback Gunner Stockton (14) throws the ball during the first half of a NCAA college football game against Alabama in Athens, Ga., on Saturday, September 27, 2025.
October 1, 2025

Alabama-Georgia Draws 10.4M Viewers, Drives Record CFB Season Pace

ABC drew 10.4 million viewers for Alabama-Georgia.
Green Bay Packers wide receiver Christian Watson (9) pulls down a touchdown reception against Dallas Cowboys cornerback DaRon Bland (26) in the fourth quarter during their football game Sunday, November 13, at Lambeau Field in Green Bay, Wis.
September 24, 2025

Packers-Cowboys Game Is Getting Super Bowl–Like NBC Treatment

The network will bring its pregame show to Dallas.