Perfect storm game, in state rivalry, Deion hype, ranked team, plus the game was extremely close.
It's all the Deion hype. Nobody gives two ***** about this rivalry and particularly Colorado State. So the in-state rivalry doesn't really matter. This number is MASSIVE for an in-state rivalry between a P5 and G5 starting at 10pm ET. Again, 10pm ET...
Had this gotten 5-6M I would say damn that's really good, but over 9M is flipping insane for ANY matchup that involves a G5 team. The number is being delivered solely due to Deion and his team. The fact it was close helped not because it was a close/good game. It was because anybody who wants to see Deion fail tuned in to see if he would lose and how he would have to eat it. Villains and polarizing characters drive the bus. In the end, this sport, just like the NFL is a television product and show.
They aren't going to do it, BUT if by some miracle they win at Oregon this weekend, the rating for USC/Colorado the following week could approach Michigan/Ohio State levels.