Season ticket sales were 72,000 in 2016. 64,000 in 2019. Actual attendance averaged 74,000 in 2019. Tennessee averaged 86,000 tickets sold/distributed, not sure how many of those 86000 were freebies but it's a decent number. Think of that. 12,000 people on average had tickets but didn't even bother to go. Georgia State and BYU derailed the whole season. Tennessee can fit 104,000 people in Neyland. I don't think there's been close to 100k in there in the Pruitt era.
The cost of hiring and keeping Pruitt is much larger than his buyout, which doubled thanks to Phil's stupidity.
The 8000 season ticket sales loss from 2016 to 2019 cost millions even if you assumed it was the base level season ticket. I know some people, including myself who were paying much more than base with donation, who canceled tickets. The minimum is 16000 unsold tickets are costing multiple millions. Then you're probably looking at another 500000 minimum in unsold concessions and merchandise at the stadium.
At the very minimum UT is losing 10+ million a year on empty seats because they refuse to go all in for a great coach.
So here we sit the last three years, paying out 6.3 million dollars in football coaching salary, and losing an additional 10 million in football revenue because we wouldn't go out and throw 7 or 8 million out to get a top flight coach who would win and fill seats.
Alabama even gave us the blueprint. They made Saban the highest paid CFB coach by 33 percent when they first hired him and have printed money not only in the football program but with increased enrollment.
Rather than follow their example we've followed Vandy, Ole Miss, Miss State etc, except they have competent athletic directors who have all managed to hire at least one good coach in the last 15 years.
Next year should see stadium capacity back at full assuming nothing derails the vaccine distribution. I expect season ticket sales to be in the 55-58k range for 2021 if Pruitt returns.