Tuning out? Deion Sanders 'not a TV novelty anymore' as ratings dip with results
Story by
Tuning out? Deion Sanders 'not a TV novelty anymore' as ratings dip with results
Brent Schrotenboer, USA TODAY·USA TODAY Sports
·
5 min read
Advertisement
Advertisement
Advertisement
Coloradofootball coachDeion Sandershas hit new lows on the field in recent weeks with back-to-back blowout losses, including his worst loss as a college head coach and anotherchange in direction at quarterback. Now comes news of another new depth — his lowest recorded television audience in three seasons in charge of the Buffaloes.
His team's52-17 loss against Arizonaon Nov. 1 drew an average of just 374,000 on FS1, Fox Sports confirmed to USA TODAY Sports. That is by far the smallest recorded audience under Sanders at Colorado, even lower than his previous low two years ago,a 56-14 loss at Washington State, which drew an average of 727,000 on Friday, Nov. 17, 2023.
Advertisement
Advertisement
Advertisement
One big reason for it was the Arizona-Colorado game competed againstGame 7 of the baseball World Serieson Fox on the same night. If the Toronto Blue Jays had won Game 6 against the Los Angeles Dodgers the night before on Oct. 31, Colorado would have played on the main Fox channel instead on Nov. 1 and got a much bigger audience.
But it still tracks with a downward trend this year for Sanders.
Head coach Deion Sanders of the Colorado Buffaloes walks the sideline during the first quarter against the Wyoming Cowboys at Folsom Field on Sept. 20, 2025 in Boulder, Colo.
(Andrew Wevers, Getty Images)
Colorado Buffaloes head coach Deion Sanders reacts after a play during the third quarter against the Houston Cougars at TDECU Stadium in Houston on Sept. 12, 2025.
(Troy Taormina, Imagn Images)
Colorado Buffaloes head coach Deion Sanders before the game against the Delaware Fightin Blue Hens on Sept. 6, 2025 at Folsom Field in Boulder, Colo.
(Ron Chenoy, Imagn Images)
Colorado Buffaloes head coach Deion Sanders congratulates Colorado Buffaloes quarterback Kaidon Salter following a touchdown pass in the first quarter against the Georgia Tech Yellow Jackets at Folsom Field in Boulder, Colo. on Aug. 29, 2025.
(Ron Chenoy, Imagn Images)
2025: Colorado head coach Deion Sanders and head coach Todd Bowles look on during the 2025 Tampa Bay Buccaneers Training Camp at AdventHealth Training Center on July 23, 2025 in Tampa, Florida.
(Julio Aguilar, Getty Images)
2025: Colorado head coach Deion Sanders speaks with the media during 2025 Big 12 Football Media Days at The Star on July 9, 2025 in Frisco, Texas.
(Raymond Carlin III, Imagn Images)
2025: Head coach Deion Sanders of the Colorado Buffaloes looks on as a field goal drill is attempted in the Black and Gold Spring Game at Folsom Field on April 19, 2025 in Boulder, Colorado.
(Dustin Bradford, Getty Images for ONIT)
2025: Head coach Deion Sanders of the Colorado Buffaloes walks on the field during the Black and Gold Spring Game at Folsom Field on April 19, 2025 in Boulder, Colorado.
(Dustin Bradford, Getty Images for ONIT)
2024: Deion Sanders embraces Travis Hunter after the wide receiver/cornerback won the 2024 Heisman Trophy.
(Todd Van Emst, Heisman Trust via Imagn Images)
2024: Head coach Deion Sanders of the Colorado Buffaloes watches from the sidelines during the second half of the NCAAF game against the Arizona Wildcats at Arizona Stadium on October 19, 2024 in Tucson, Arizona.
(Christian Petersen, Getty Images)
2024: Head coach Deion Sanders of the Colorado Buffaloes watches as his team plays their spring game at Folsom Field on April 27, 2024 in Boulder, Colorado.
(Matthew Stockman, Getty Images)
2024: Shilo Sanders (21), Colorado Buffaloes head coach Deion Sanders, quarterback Shedeur Sanders (2) and social media producer Deion Sanders Jr. following a win against the Oklahoma State Cowboys at Folsom Field.
(Ron Chenoy, Imagn Images)
2023: Colorado football coach Deion Sanders and celebrity guest picker Dwayne "The Rock" Johnson exchange pleasantries on the set of ESPN College GameDay prior to the Buffaloes game against Colorado State at Folsom Field on Boulder, Colorado.
(Andrew Wevers, USA TODAY Sports)
2023: Colorado coach Deion Sanders in attendance before the national championship game.
(Jayne Kamin-Oncea, USA TODAY Sports)
2022: Deion Sanders is introduced as the head coach of the University of Colorado.
(Ron Chenoy, USA TODAY Sports)
2022: Deion Sanders during the Celebration Bowl. Sanders went 27-6 in three seasons leading Jackson State.
(Dale Zanine, USA TODAY Sports)
2021: Deion Sanders coaches during the Celebration Bowl. Sanders required a scooter following blood clot issues that ultimately led to the amputation of some toes.
(Mickey Welsh, USA TODAY NETWORK)
2017: Deion Sanders, working for NFL Network, interviews New England Patriots running back LeGarrette Blount during Super Bowl LI Opening Night at Minute Maid Park.
(Kirby Lee, USA TODAY Sports)
Melissa Stark (left), Deion Sanders (center) and Kurt Warner (right) smile during an NFL Network broadcast at the Super Bowl XLIX NFL Experience at the Phoenix Convention Center on Jan. 26, 2015.
(Kirby Lee, USA TODAY Sports)
Rich Eisen (left), Deion Sanders (center) and Michael Irvin on the NFL Network set before the "Thursday Night Football" game between the Houston Texans and the Jacksonville Jaguars at EverBank Field on Dec. 5, 2013.
(Kirby Lee, USA TODAY Sports)
2013: Deion Sanders as "Leon Sandcastle" of Primetime University arrives on the red carpet prior to the first round of the 2013 NFL Draft at Radio City Music Hall in New York City.
(Al Bello, Getty Images)
NFL network broadcaster Deion Sanders interviews San Francisco 49ers wide receiver Michael Crabtree during media day in preparation for Super Bowl XLVII against the Baltimore Ravens at the Mercedes-Benz Superdome on Jan. 29, 2013.
(Kirby Lee, USA TODAY Sports)
2011: Former Atlanta Falcons cornerback Deion Sanders poses with his bust at the Enshrinement Ceremony for the Pro Football Hall of Fame on August 6, 2011 in Canton, Ohio.
(Jason Miller, Getty Images)
Deion Sanders makes his return to football with the Baltimore Ravens after a three-year retirement in the 2004 season opener iat Cleveland Browns Stadium on Sept. 12, 2004. The Browns beat the Ravens, 20-3, in the game.
(Matthew Emmons, US PRESSWIRE)
2003: Deion Sanders and family celebrate Kids Day at the New York Knicks vs. New Orleans Hornets NBA game at Madison Square Garden in New York, on Nov. 29, 2003.
(Ray Amati, Getty Images)
2000: Washington's Deion Sanders jukes the Detroit Lions' Brock Olivo at the Silverdome in Pontiac, Michigan, on Sept. 10, 2000.
(JEFF KOWALSKY, AFP via Getty Images)
1999: Dallas Cowboys defensive back Deion Sanders acknowleges the cheering crowd after intercepting his first pass of the game versus the Miami Dolphins at Texas Stadium, November 25,1999 in Irving, Texas.
(Paul Buck, AFP via Getty Images)
The Dallas Cowboys' Deion Sanders outdistances Indianapolis Colts defensive back Tito Wooten to score a touchdown at the RCA Dome on Oct. 31, 1999.
(JOHN RUTHROFF, AFP via Getty Images)
1997: Deion Sanders at the plate for the Cincinnati Reds during the 1997 season. The Reds were among four different MLB teams that Sanders played for during a nine-season career.
(Tony Tomsic, USA TODAY Sports)
On Oct. 11, 1992, Deion Sanders played in a game against the Miami Dolphins, then flew to Pittsburgh for the Atlanta Braves' NLCS game against the Pirates (he did not appear in the game).
(H. DARR BEISER, USA TODAY)
Atlanta Falcons defensive back Deion Sanders (21) on a kick return against the Green Bay Packers at Fulton County Stadium on Dec. 1, 1991.
(Manny Rubio, US PRESSWIRE)
The Atlanta Braves' Deion Sanders bats against the Los Angeles Dodgers at Dodger Stadium on July 7, 1991.
(Stephen Dunn, Getty Images)
The Atlanta Falcons' Deion Sanders in action against the Dallas Cowboys at Fulton County Stadium on Sept. 17, 1989.
(US PRESSWIRE)
Deion Sanders was a two-time All-American, the 1988 Jim Thorpe Award winner and a 2011 College Football Hall of Fame inductee.
(Allen Steele, Getty Images)
1/34
See Deion Sanders' 'Prime Time' career in football, baseball and coaching
Head coach Deion Sanders of the Colorado Buffaloes walks the sideline during the first quarter against the Wyoming Cowboys at Folsom Field on Sept. 20, 2025 in Boulder, Colo.
(Andrew Wevers, Getty Images)
1/34
See Deion Sanders' 'Prime Time' career in football, baseball and coaching
Head coach Deion Sanders of the Colorado Buffaloes walks the sideline during the first quarter against the Wyoming Cowboys at Folsom Field on Sept. 20, 2025 in Boulder, Colo.
(Andrew Wevers, Getty Images)
2/34
See Deion Sanders' 'Prime Time' career in football, baseball and coaching
Colorado Buffaloes head coach Deion Sanders reacts after a play during the third quarter against the Houston Cougars at TDECU Stadium in Houston on Sept. 12, 2025.
(Troy Taormina, Imagn Images)
3/34
See Deion Sanders' 'Prime Time' career in football, baseball and coaching
Colorado Buffaloes head coach Deion Sanders before the game against the Delaware Fightin Blue Hens on Sept. 6, 2025 at Folsom Field in Boulder, Colo.
(Ron Chenoy, Imagn Images)
4/34
See Deion Sanders' 'Prime Time' career in football, baseball and coaching
Colorado Buffaloes head coach Deion Sanders congratulates Colorado Buffaloes quarterback Kaidon Salter following a touchdown pass in the first quarter against the Georgia Tech Yellow Jackets at Folsom Field in Boulder, Colo. on Aug. 29, 2025.
(Ron Chenoy, Imagn Images)
5/34
See Deion Sanders' 'Prime Time' career in football, baseball and coaching
2025: Colorado head coach Deion Sanders and head coach Todd Bowles look on during the 2025 Tampa Bay Buccaneers Training Camp at AdventHealth Training Center on July 23, 2025 in Tampa, Florida.
(Julio Aguilar, Getty Images)
6/34
See Deion Sanders' 'Prime Time' career in football, baseball and coaching
2025: Colorado head coach Deion Sanders speaks with the media during 2025 Big 12 Football Media Days at The Star on July 9, 2025 in Frisco, Texas.
(Raymond Carlin III, Imagn Images)
7/34
See Deion Sanders' 'Prime Time' career in football, baseball and coaching
2025: Head coach Deion Sanders of the Colorado Buffaloes looks on as a field goal drill is attempted in the Black and Gold Spring Game at Folsom Field on April 19, 2025 in Boulder, Colorado.
(Dustin Bradford, Getty Images for ONIT)
8/34
See Deion Sanders' 'Prime Time' career in football, baseball and coaching
2025: Head coach Deion Sanders of the Colorado Buffaloes walks on the field during the Black and Gold Spring Game at Folsom Field on April 19, 2025 in Boulder, Colorado.
(Dustin Bradford, Getty Images for ONIT)
9/34
Deion Sanders through the years
2024: Deion Sanders embraces Travis Hunter after the wide receiver/cornerback won the 2024 Heisman Trophy.
(Todd Van Emst, Heisman Trust via Imagn Images)
10/34
See Deion Sanders' 'Prime Time' career in football, baseball and coaching
2024: Head coach Deion Sanders of the Colorado Buffaloes watches from the sidelines during the second half of the NCAAF game against the Arizona Wildcats at Arizona Stadium on October 19, 2024 in Tucson, Arizona.
(Christian Petersen, Getty Images)
11/34
See Deion Sanders' 'Prime Time' career in football, baseball and coaching
2024: Head coach Deion Sanders of the Colorado Buffaloes watches as his team plays their spring game at Folsom Field on April 27, 2024 in Boulder, Colorado.
(Matthew Stockman, Getty Images)
12/34
Deion Sanders through the years
2024: Shilo Sanders (21), Colorado Buffaloes head coach Deion Sanders, quarterback Shedeur Sanders (2) and social media producer Deion Sanders Jr. following a win against the Oklahoma State Cowboys at Folsom Field.
(Ron Chenoy, Imagn Images)
13/34
Deion Sanders through the years
2023: Colorado football coach Deion Sanders and celebrity guest picker Dwayne "The Rock" Johnson exchange pleasantries on the set of ESPN College GameDay prior to the Buffaloes game against Colorado State at Folsom Field on Boulder, Colorado.
(Andrew Wevers, USA TODAY Sports)
14/34
Deion Sanders through the years
2023: Colorado coach Deion Sanders in attendance before the national championship game.
(Jayne Kamin-Oncea, USA TODAY Sports)
15/34
Deion Sanders through the years
2022: Deion Sanders is introduced as the head coach of the University of Colorado.
(Ron Chenoy, USA TODAY Sports)
16/34
Deion Sanders through the years
2022: Deion Sanders during the Celebration Bowl. Sanders went 27-6 in three seasons leading Jackson State.
(Dale Zanine, USA TODAY Sports)
17/34
Deion Sanders through the years
2021: Deion Sanders coaches during the Celebration Bowl. Sanders required a scooter following blood clot issues that ultimately led to the amputation of some toes.
(Mickey Welsh, USA TODAY NETWORK)
18/34
Deion Sanders through the years
2017: Deion Sanders, working for NFL Network, interviews New England Patriots running back LeGarrette Blount during Super Bowl LI Opening Night at Minute Maid Park.
(Kirby Lee, USA TODAY Sports)
19/34
Deion Sanders through the years
Melissa Stark (left), Deion Sanders (center) and Kurt Warner (right) smile during an NFL Network broadcast at the Super Bowl XLIX NFL Experience at the Phoenix Convention Center on Jan. 26, 2015.
(Kirby Lee, USA TODAY Sports)
20/34
Deion Sanders through the years
Rich Eisen (left), Deion Sanders (center) and Michael Irvin on the NFL Network set before the "Thursday Night Football" game between the Houston Texans and the Jacksonville Jaguars at EverBank Field on Dec. 5, 2013.
(Kirby Lee, USA TODAY Sports)
21/34
Deion Sanders through the years
2013: Deion Sanders as "Leon Sandcastle" of Primetime University arrives on the red carpet prior to the first round of the 2013 NFL Draft at Radio City Music Hall in New York City.
(Al Bello, Getty Images)
22/34
Deion Sanders through the years
NFL network broadcaster Deion Sanders interviews San Francisco 49ers wide receiver Michael Crabtree during media day in preparation for Super Bowl XLVII against the Baltimore Ravens at the Mercedes-Benz Superdome on Jan. 29, 2013.
(Kirby Lee, USA TODAY Sports)
23/34
See Deion Sanders' 'Prime Time' career in football, baseball and coaching
2011: Former Atlanta Falcons cornerback Deion Sanders poses with his bust at the Enshrinement Ceremony for the Pro Football Hall of Fame on August 6, 2011 in Canton, Ohio.
(Jason Miller, Getty Images)
24/34
Deion Sanders through the years
Deion Sanders makes his return to football with the Baltimore Ravens after a three-year retirement in the 2004 season opener iat Cleveland Browns Stadium on Sept. 12, 2004. The Browns beat the Ravens, 20-3, in the game.
(Matthew Emmons, US PRESSWIRE)
25/34
Deion Sanders through the years
2003: Deion Sanders and family celebrate Kids Day at the New York Knicks vs. New Orleans Hornets NBA game at Madison Square Garden in New York, on Nov. 29, 2003.
(Ray Amati, Getty Images)
26/34
Deion Sanders through the years
2000: Washington's Deion Sanders jukes the Detroit Lions' Brock Olivo at the Silverdome in Pontiac, Michigan, on Sept. 10, 2000.
(JEFF KOWALSKY, AFP via Getty Images)
27/34
See Deion Sanders' 'Prime Time' career in football, baseball and coaching
1999: Dallas Cowboys defensive back Deion Sanders acknowleges the cheering crowd after intercepting his first pass of the game versus the Miami Dolphins at Texas Stadium, November 25,1999 in Irving, Texas.
(Paul Buck, AFP via Getty Images)
28/34
Deion Sanders through the years
The Dallas Cowboys' Deion Sanders outdistances Indianapolis Colts defensive back Tito Wooten to score a touchdown at the RCA Dome on Oct. 31, 1999.
(JOHN RUTHROFF, AFP via Getty Images)
29/34
Deion Sanders through the years
1997: Deion Sanders at the plate for the Cincinnati Reds during the 1997 season. The Reds were among four different MLB teams that Sanders played for during a nine-season career.
(Tony Tomsic, USA TODAY Sports)
30/34
Deion Sanders through the years
On Oct. 11, 1992, Deion Sanders played in a game against the Miami Dolphins, then flew to Pittsburgh for the Atlanta Braves' NLCS game against the Pirates (he did not appear in the game).
(H. DARR BEISER, USA TODAY)
31/34
Deion Sanders through the years
Atlanta Falcons defensive back Deion Sanders (21) on a kick return against the Green Bay Packers at Fulton County Stadium on Dec. 1, 1991.
(Manny Rubio, US PRESSWIRE)
32/34
Deion Sanders through the years
The Atlanta Braves' Deion Sanders bats against the Los Angeles Dodgers at Dodger Stadium on July 7, 1991.
(Stephen Dunn, Getty Images)
33/34
Deion Sanders through the years
The Atlanta Falcons' Deion Sanders in action against the Dallas Cowboys at Fulton County Stadium on Sept. 17, 1989.
(US PRESSWIRE)
34/34
Deion Sanders through the years
Deion Sanders was a two-time All-American, the 1988 Jim Thorpe Award winner and a 2011 College Football Hall of Fame inductee.
(Allen Steele, Getty Images)
Is there a TV viewership 'floor' with Deion Sanders?
The Buffaloes are 3-6 this year and are averaging about 2 million viewers this season, down from roughly 4 million on average in 2024 and 6 million in 2023. That doesn't include three games in 2023 that were on thenow-defunct Pac-12 Conference Networks, which didn't reveal audience numbers.
Advertisement
Advertisement
Advertisement
"There will always be a floor with Deion on TV; you may always get 2 million viewers," said Adam Breneman, a college football analyst and former Penn State tight end. "But to get up to 4 to 6 million, you've got to win some games now because he's not a TV novelty anymore on the sideline. He's become a long-term brand experiment in college football."
An average audience of 2 million this season is still strong and would be envied by many major college football teams. It's just not what Colorado got in the previous two seasons under Sanders when he also had more star players on his team, including hisquarterback son Shedeur and two-way star Travis Hunter. By contrast, the most-watched teams this year are averaging around 6 million to 8 million, such as Alabama, Georgia and Ohio State.
'Current act seems to be running a little thin'
The Arizona game was the first for Colorado this season that wasn't picked up by the Fox main channel or ESPN. Colorado's game at West Virginia on Nov. 8 will be on TNT.
Advertisement
Advertisement
Advertisement
This underscores just how big of a draw Sanders is even with his team isn't so good. It stems from his fame and accomplishments going back to the late 1980s.
"Everybody might be entitled to 15 minutes of fame; Deion Sanders is going on 40 years of it," said Robert Thompson, longtime TV expert and professor at Syracuse. Thompson called Sanders a "master of the show business," with credits including "Walker Texas Ranger", "Saturday Night Live" and his pro sports career in baseball and football.
"He's been as compelling to watch when he wasn't playing as when he was, and it's been an extraordinary run," Thompson told USA TODAY Sports. "But his current act seems to be running a little thin. Yes, the viewership of his team's games is still strong, but the downward trend is big... and fast. Deion Sanders will always be fun to watch, the Buffaloes maybe not."
Colorado's previous audiences were off-the-chart small
Before Sanders was hired at Colorado in late 2022, half of Colorado's games were telecast on the Pac-12 Networks,which no longer existsand whose audiences weren't measured by the media metrics company Nielsen. The Buffaloes finished that year with a 1-11 record.
Advertisement
Advertisement
Advertisement
Last year, when the Buffs finished 9-4, all their games were on ESPN, Fox, ABC, CBS or NBC. Only two of those games recorded average audience of under 3 million viewers, according to data reported by the networks and Sports Media Watch. This year, only one game has drawn an average audience of more than 3 million — the season opener against Georgia Tech on ESPN (3.94 million).
In the bigger picture, it's been difficult for Sanders' team to achieve the meteoric heights it reached to start Sanders' first season at Colorado in 2023, when the Buffaloes finished sixth nationally in average viewership behind Alabama and Michigan, which each had more than 8.5 million average viewers, according to Colorado.
There's a way out of this downward trend for Deion Sanders
The Buffs started 3-0 that year with three average audiences of more than 7.25 million. Then in their fourth game at Oregon on ABC, they drew more than 10 million, which remains the biggest audience for Colorado under Sanders. The Buffs lost that one, 42-6, and finished the season with a 4-8 record. After that game, Sanders said, "This is the worst we're gonna be. You better get me right now."
Advertisement
Advertisement
Advertisement
Unfortunately for him, it got worse in recent weeks. It's not over, though. Sanders is giving freshman quarterback Julian "JuJu" Lewishis first college start at West Virginia. If he helps revive the season, that's another compelling reason to watch.
"These media companies are just trying to get the best viewership and who gets them the eyeballs, and that's clearly been Deion," Breneman told USA TODAY Sports. "But at the end of the day, you've got to win."
