The ratings aren’t out yet, but I estimate Iowa vs Michigan averaged 5.5–6.5 million viewers, with about 9 million watching the final drive. Those eyeballs will matter when the super league takes shape and position us as an attractive member.
The Hotels are full no matter who is in town. But your point is well taken. I’ve never stayed in Ames when I attended the cyhawk. Its only 1.5 hours drive home at most to almost anywhere in the state aside from the QC area.