Possibly an anecdotal day, but this is in accord with my sense that this has been one of the worst scheduled non-conference seasons in recent history. Maybe it's all the conference realignment causing the blue bloods to schedule conservatively and minimize travel (that's certainly the Stanford story), but the net effect is apart from a handful of awesome matchups, largely between UCLA/U$C/UConn/ND/Scar, even an ardent fan like me has barely bothered to tune in.
The lazy answer for the drop in ratings is the Caitlin Clark Effect, but I think the better answer is a lot of inexcusably uninteresting scheduling.