The BIG 12 comes in third in rights licensing as a conference--the problem is that OU/UT numbers skew the results, as do FSU numbers for the ACC.
Here's how the BIG 12 stacks up in rights/licensing as a CONFERENCE
SEC
school rights/lic
Alabama $56,574,002
Kentucky $56,285,185
Florida $55,527,482
Tennessee $54,496,151
LSU $49,867,113
Georgia $49,842,044
Arkansas $49,755,396
A&M $47,023,255
Auburn $46,317,251
Missouri $42,095,455
South Carolina $41,129,812
Miss State $40,267,330
Ole Miss $39,487,822
Total $48,359,100
Big Ten
school rights/lic
Michigan $58,080,032
Ohio State $57,144,221
Wisconsin $54,364,325
PSU $48,596,811
MSU $48,173,291
Maryland $47,325,265
Minnesota $47,260,472
Indiana $46,251,896
Iowa $45,114,329
Illinois $43,215,144
Purdue $43,074,547
Nebraska $40,746,990
Rutgers $20,268,745
Total $46,124,313
BIG 12
school rights/lic
Texas $62,860,081
OU $54,750,980
Kansas $38,341,131
Texas Tech $36,491,370
OSU $36,165,660
West Virginia $35,857,157
Kansas State $34,482,713
Iowa State $34,126,584
Total $41,634,460
Pac 12
school rights/lic
Washington $45,870,090
UCLA $42,457,964
Oregon $42,170,326
AZ State $38,018,921
Arizona $37,203,848
California $35,894,932
Ore State $34,235,884
Wazzou $30,798,983
Colorado $30,601,797
Utah $29,664,437
Total $36,691,718
ACC
school rights/lic
FSU $49,576,951
NC State $36,591,714
UNC $35,278,904
VT $34,984,991
Clemson $34,738,786
GT $33,663,030
UVA $33,013,532
Louisville $32,739,935
Total $36,323,480