Spoke to my brother on Saturday evening (side note: he's been nominated for an Emmy, so he was out getting his suit etc; only took him 15 years, LOL).
He says the whole Fox thing of showing the Big Game at noon (Eastern) is that they basically concede that as long as CBS has the SEC contract and ABC/ESPN/The Mouse have the Big 12 game at that time and ABC has the night game, they have zero chance of denting the market with high-rated games. And thus.....their entire strategy is to "own the East" by putting on their blockbuster in the first slot not competing against the other established and big name networks/games.
Now - ORDINARILY, I would agree with this strategy up to a point, even if it does reek of "anything west of the Mississippi can drop dead", and it's tied to their NFL contract planning (vision-wise I mean) with NFC teams in places like Philly, DC, Carolina, and Florida (we'll set aside the argument over whether Jacksonville constitutes an actual NFL franchise).
It's just that it seems to me that part of the way you expand your brand here is to take strategic gambles when they make sense. And THIS GAME makes sense. If this were 2010, it would make even more sense, but it still makes sense. Go put on your best product with a 7pm Austin kickoff and see if you can't dent the market somehow. The game should draw a good number on television regardless. Only an unforseen upset by ULM the previous week might tinker with the willingness of UT folks to watch the game.
Again - I'm not in TV, and they have highly paid folks deciding that (but they're not perfect ahem). This to me is no different than when CBS got the UGA-Notre Dame game in 2019 and were willing to give up the tradition of Alabama vs LSU at night that season. Then I have to remember CBS has been at this a whole lot longer than Fox has. But you'd think a network that screwed up NASCAR and the World Series broadcasts and schedules might learn a thing or two.