Their top brands should be prioritized. BYU, KSU, TCU, Colorado, and UCF should be the darlings of the conference.

Over the last decade or so, the best drawing teams in the Big 12 have been Colorado (almost exclusively due to post-Deion numbers), Oklahoma St, Utah, TCU (mostly due to their Playoff season) and Kansas St.

For this year (throguh last week since some quite a few numbers for this week are still unavailable), it's

1. Colorado 36.79M
2. Kansas St 14.22M
3. Utah 13.40M
4. BYU 10.88M
5. Texas Tech 10.66M
6. Oklahoma St 9.78M (plus whatever ASU/Oklahoma St got on FOX Nov 2)
7. Arizona 9.23M (plus whatever Houston/Arizona got on FS1 Nov 15)
8. West Virginia 9.13M (plus whatever Cincy/WVU got on FS1 Nov 9)
9. Baylor 8.79
10. TCU 8.46M
11. Iowa St 8.16(plus whatever Kansas/Iowa St got on FS1 Nov 9)
12. UCF 7.84M
13. Kansas 6.29M (plus whatever Kansas/Iowa St got on FS1 Nov 9)
14. ASU 5.65M (plus whatever ASU/Oklahoma St got on FOX Nov 2)
15. Cincinnati 4.54M (plus whatever Cincy/WVU got on FS1 Nov 9)
16. Houston 3.76M (plus whatever Houston/Arizona got on FS1 Nov 15)

If we conservatively estimate 1M for the game on FOX and 350k for the games on FS1, this year's viewership comes out as

1. Colorado 36.79M
2. Kansas St 14.22M
3. Utah 13.40M
4. BYU 10.88M
5. Oklahoma St 10.78M
6. Texas Tech 10.66M
7. Arizona 9.58M
8. West Virginia 9.48M
9. Baylor 8.79
10. Iowa St 8.51M
11. TCU 8.46M
12. UCF 7.84M
13. ASU 6.65M
14. Kansas 6.64M
15. Cincinnati 4.89M
16. Houston 4.11M

Given their strong viewership even in poor seasons, it seems folly to leave Oklahoma St and Utah out.  They've had two of the best viewership seasons even while being terrible and (along with Kansas St) have the most stable history of drawing viewers without relying on outlier seasons (which put Colorado and TCU up top long term).  And, as many have noted UCF has potential.... but right now they just aren't there.

If you're going to prioritize biggest brands, it would likely be Colorado (as long as Deion is here), Oklahoma St, Utah, Kansas St, and then maybe us. 

As an aside, this is why the BYU/Utah game should be such a huge deal for the conference.  Both have some of the stronger fanbases in the conference and if both teams are ever both relevant at the same time, it could be a HUGE game. Ironically, I think it was scheduled a bit earlier this year in fear that BYU would be completely irrelevant by the end of the year... but the opposite occurred with Utah now just playing out the string