Couple of points from someone who is in the stadium.
The attendance is nowhere near where it should be, so don't get me wrong
The stadium is well above half full, on tv you see the student and faculty/ staff sections and those have been bad all year, the larger west side is well above half full.
There were 20,000 Ohio fans in waste LAffy last night so keep that in perspective and there are a lot more quality options competing for people's time and money in Btown than in Laffy.
The tailgate lots were still active until the mid third quarter when the wind and cold drove some out, Let's face it, until IU wins, this will be a problem. FB is still a social event here with a very socially and business connected fan base. This is not a materially price-elastic target market... Money is not the issue.