For the fan, the value of the TV broadcast is greater than the price point of the ticket, after taxes, fees, parking, and concessions. From the point of view of the facility owner (in this case the university) the cost of providing an experience that exceeds the value point for the fan is either prohibitive or leads to diminishing returns over the course of several seasons, where the bulk of revenue is derived from TV rights, licensing, and elite booster contributions. This is true across all sports. The English Premier League, the world's most watched sporting contest, has the same trouble. You can walk up and buy tickets to games now that you wouldn't dream of getting a ticket five years ago unless it was from a tout at 3 times the price or more. NASCAR is going broke from this problem.
TU has done a good job over the past two seasons of enhancing services for fans that have little out of pocket expense for the facility (allowing craft beer sales, etc.), but TU is still not a value when compared to other entertainment options and other live football presentations within the city limits.
I still say that if they offered a $5000 tuition rebate for every NEWLY purchased season ticket held for five consecutive years prior to the request for the rebate, season tickets would zoom. (Max 4 tickets). Current and past season ticket holders would not be eligible. Basically, you buy your own scholarship, if your kid qualifies academically for TU. Your kid is in 7th grade. You start to worry about paying for college. You don't want them going to OU and OSU, but you don't really care where they go besides that. Your wife wants them close to home. The only thing you know about TU is that it is expensive and seems to be overpriced by about $5 to $10K versus similar schools. So you buy four season tickets at $200.00 a piece for a total of $800.00. You do that for five years, then when the kid is ready for TU, you've paid in $4000 and if the kid gets in, you get a $5000 "value". They keep that $5000 rebate for each year they go to school at TU and the parents keep the season tickets going. So you pay in $7200 and get $20,000 in "value." If they are concerned about the back end financial exposure if it becomes hugely popular, then you cap it the first 100 season ticket holders that sign up for it, etc. $800 a year is chickenfeed if you are funding band or soccer or something else in the stupid American con show that is high school sports in hopes of a scholarship.
It might not move the needle much, but it would go along way towards showing TU is actually "For Our City" after 30 years of acting like it is too exclusive to be a part of the whole city. Maybe people use the tickets, maybe they don't. Who cares. The seat would be empty anyway, the sale on concessions would be gravy and the uptick in season ticket purchase numbers might start some momentum. In the best case scenario, the kid arrives on TU's campus having spent four or five weekends on campus over the previous 5 years. They won't show up to campus totally unaware that anything like TU existed 10 miles from their home. It might help student retention -- something TU is doing better on, but really needs to improve. Then when they leave, season tickets have been a part of their life since they were 13. They might not buy season tickets immediately, but most will eventually come back to campus, especially when their kids are say, in 7th grade.