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Message: [QUOTE="ScottVib, post: 4346436, member: 694"] The bigger point I'm making is that data is not the be all, end all to setting the valuation. There are exactly 0 media consultants that will tell you Washington State is worth more than UNC, in fact they'd probably value UNC at multiples ahead of Washington State, regardless of that data. North Carolina is the known brand, situated in the fastest growing state not currently in the Big Ten or SEC. In fact UNC is valued higher than Washington, let alone Washington State. I don't say that with any malice towards Wazzou, they're just the easiest team to point out the nature of short-term data and TV matchups. It's a datapoint, but not a particularly valuable one. The actual analysis goes through and normalizes the teams draw plus or negative to the mean within the usual rating within the time slot and tries ascribe the percentage of value drawn by each team within the game. [/QUOTE]