I would think it is a combination of cord cutting plus losing advertising dollars. Ratings in general are down for TV viewership with the rise of Youtube and Netflix. Now with all of the conference channels, you might not watch UCLA vs Cal when you can watch SEC Network+ on your tv. I watch all the MSU games no matter what so I end up watching less games of other teams. Also with DVR, I can catch up on different shows that I didn't watch during the week instead of leaving it on ESPN. I used to just have it on ESPN if nothing else was on but I can watch a DVR or On Demand show instead.