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Why NBC is betting big on Lincoln Riley orchestrating a USC turnaround

NBC has shown its share of USC football games in prime time this season, but will Lincoln Riley and USC make it "must-see" college football TV?

By Ryan Kartje · LA Times

Published: Thursday, 29 October 2026 at 10:27 PM

Key Things to Know

NBC is relying on Lincoln Riley and USC as its prime-time West Coast anchor to challenge ABC's dominant ratings.
USC's game against No. 2 Ohio State marks the network's sixth broadcast of the Trojans in nine games.
The six appearances tie the record for the most broadcasts of a Big Ten school by one network since 2024.

The Story in 60 Seconds

NBC is featuring USC for the sixth time in nine games as the Trojans take on No. 2 Ohio State, using Lincoln Riley's team as a West Coast anchor to compete with ABC's dominant college football viewership. The sixth broadcast ties the record for the most any single network has featured an individual Big Ten team since the conference expanded to 18 programs.

While NBC previously prioritized key matchups like Oregon, Penn State, and Ohio State, USC's television ratings have trailed behind other major Big Ten and SEC contests this season. Network executives and broadcasters believe national interest in Riley's effort to return USC to prominence remains a strong prime-time television draw.

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Why NBC is betting big on Lincoln Riley orchestrating a USC turnaround

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