of Ohio St and Texas really wanted more money they would schedule big time opponents
the TV networks LOVE this
and Ohio St wouldn't have to write checks for 6 figures to encourage scrubs to come to C-Bus for a beating
but, obviously the helmets are flush with cash
There is a quirk there:
Ohio State doesn't get paid directly by the networks. Instead, the B1G has a contract with the network and Ohio State gets 1/14th of that money. Lets say, in theory, that the networks are willing to pay $14,500,000 for tOSU vs TX but only $250,000 for tOSU vs BG.
If Ohio State plays BG twice the league (not tOSU) gets $500,000 for the two games.
Alternatively, if Ohio State plays a H&H with TX the B1G gets $14,500,000 for the game in Columbus while the B12/TX get the money for the game in Austin.
The B1G is $14,000,000 better off with tOSU playing Texas, but Ohio State is only $1,000,000 (1/14th) better off. Ohio Stadium holds more than 100,000 people so as long as tOSU can get at least $10 per ticket for the game against BG, the Ohio State University Athletic Department is better off playing BG twice at home rather than TX in an H&H.
The obvious solution would be to allocate the league's TV money based on ratings draw. The problem is that this solution would be GREAT for Ohio State and probably reasonably good Michigan, Penn State, Nebraska and a few others but it would be seriously detrimental to the smaller schools.