USC and UCLA are facing public scrutiny following unexpectedly low attendance at recent early-season football games, prompting discussions about scheduling practices and the impact of extreme heat on fan turnout. The issue has drawn comparisons to strategies employed by former Pac-12 rivals Arizona and Arizona State, which have historically avoided scheduling home games before 5 p.m. in August and September.
USC’s season opener against San Jose State on Saturday saw an announced crowd of 51,144, which observers noted appeared significantly smaller in reality. Despite ticket prices below $10 on secondary markets, the crowd was the smallest at the Coliseum since late 2018. The temperature at kickoff was 94 degrees Fahrenheit, a mark tied for the hottest at the venue since September 2022.
USC running back King Miller acknowledged the challenging conditions but credited the staff's heat management plan for helping players cope. The sparse attendance, particularly in the face of a heatwave and an early kickoff dictated by television broadcast schedules, drew widespread derision on social media. USC released a statement acknowledging the factors affecting attendance and expressing confidence in future fan engagement.
This situation is not unique to USC. UCLA experienced a similar low turnout for its 2022 season opener, which was played in triple-digit heat at the Rose Bowl and drew a record-low crowd of 27,143.
Scheduling Practices and Television Influence
Historically, the Pac-12 implemented scheduling guidelines where teams like Arizona and Arizona State would not schedule home games before 5 p.m. in August or September, a practice aimed at protecting players and fans from the intense desert heat. This involved agreements among athletic directors, conference officials, and television partners to avoid early afternoon kickoffs during the hottest months.
The current situation for USC and UCLA, now part of the Big Ten, raises questions about whether they can and should push for similar considerations from their new conference and television partners. Sources familiar with college football scheduling suggest that TV executives might be resistant to such time restrictions due to the financial stakes involved with the Los Angeles market. USC and UCLA could advocate for later afternoon or early evening kickoffs in future seasons, though final decisions would likely rest with the Big Ten and its broadcast partners.
USC's upcoming game against Fresno State on Friday is scheduled for a 6 p.m. kickoff, with forecasts predicting cooler temperatures. UCLA’s next game at California is set for a 7:30 p.m. kickoff. However, a home game for UCLA on September 12 is scheduled for a 4:15 p.m. start, and their Big Ten opener against Purdue on September 19 begins at 8 p.m.
Should USC and UCLA seek to formally implement heat-related scheduling accommodations, it may require negotiating such terms into future Big Ten television contracts, with the next major contract renewal expected around 2030.