AD's and schools had better wise up about this. Students aren't going to change, they had better start changing how they go about getting students into the stands.
If I were AD, I'd just take a small portion of the new TV money to subsidize student ticket. Let students in free of charge for all sporting events and make it good for ALL Iowa sporting events (Basketball, football, Wrestling, swimming, baseball, etc.). Have it clearly stated that it is first come first serve at all event, and students are capped at X number. A big part of the college experience is going to these games, and the students are getting soaked with tuition costs already. Using funds from the Athletic Department to create a loyal customer base of Hawkeye fans for the future. They will be the ones some day buying season tickets and donate to the Athletic department in the future.