Success on third downs can decide games.
Coaches focus on it, quarterbacks can become stars and defenders can become feared by stepping up to another level on those key moments. Here's a look at the Big 12's third-down conversion rate rankings, offensively and defensively, in Big 12 games during the three seasons since TCU and West Virginia joined the conference in 2012.
Third-down conversion rate
Kansas State, 47.1 percent
Baylor, 45.5 percent
Oklahoma, 44.4 percent
Texas, 42 percent
Texas Tech, 41.7 percent
West Virginia, 39.6 percent
Iowa State, 36.9 percent
TCU, 35.5 percent
Oklahoma State, 35.3 percent
Kansas, 30.8 percent
Third-down conversion rate allowed
TCU, 31.2 percent
Texas, 36.6 percent
Oklahoma State, 38.5 percent
West Virginia, 39.6 percent
Oklahoma, 40 percent
Kansas State, 41.2 percent
Texas Tech, 42.5 percent
Iowa State, 42.5 percent
Kansas, 42.7 percent
Baylor, 42.9 percent
Here are some team-by-team thoughts:
Baylor: Clearly the Bears offense overcomes the Bears defensive struggles on third down. The Bears offense had 68 drives without a first down out of 291 drives in the past three seasons. Good quarterback play from Bryce Petty and Nick Florence have played a key role as well as a solid running game that has picked up 90 first downs on the ground, best in the Big 12.
Iowa State: Ranking in the bottom half in both categories is not a good look for Paul Rhoads program. Limited production at the quarterback position and 14 third-down sacks from the defense have played a major role as well as injuries to key players like Quenton Bundrage in 2014 and Tom Farniok in 2013 have made life a lot harder on the Cyclones.
Kansas: The only team to rank in the bottom two in both categories, it's easy to see why David Beaty is taking charge in Lawrence, Kansas. It's somewhat surprising to see the Jayhawk defense so far down the list but KU had 13 third-down sacks during this span. And the quarterback position has been a major problem at KU since Todd Reesing left in 2009.
Kansas State: Yet again the Wildcats efficient offense leads the Big 12 in a key category. Strong quarterback play from Collin Klein and Jake Waters along with receiver Tyler Lockett made KSU very difficult to stop. To see Bill Snyder's team in the bottom half of the conference in conversion allowed rate is a surprise but the Wildcats have a hard time getting three-and-outs. KSU's 17.8 three-and-out percentage on defense is only better than KU's 17.7.
Oklahoma: The Sooners offense has been good on third down despite some of its recent struggles while the defense has been very average. Offensively, OU has done a good job of getting its playmakers, namely Jalen Saunders and Sterling Shepard, involved on third-down plays. Defensively, the Sooners have talented players, like Eric Striker, yet sit middle of the road in third down defense.
Oklahoma State: Seeing the Cowboys near the bottom on the list in offensive conversion rate will make Cowboy fans long for the days of Brandon Weeden and Justin Blackmon. OSU's defense has been consistently good on third down and its third-down production was one of the reasons for the Cowboys recent Big 12 title contention. OSU's offense will need to be a lot better if the Pokes hope to surprise in 2015.
Texas: UT's 37 sacks is one key reason the Longhorns are among the Big 12's top third-down defenses. The surprise is the Longhorns offense sitting in the top half of the conference, ahead of Texas Tech, West Virginia and Oklahoma State, who have generally put together more productive offenses. It's a sign UT's offense has had its moments of offensive precision even if the bad moments are the most memorable.
Texas Tech: The Red Raiders haven't been great on third down but they haven't been horrible either. Improving the turnover margin is priority No. 1 for Kliff Kingsbury as the offense turns the ball over and the defense doesn't take the ball away. Once that is handled, then Tech can work on improving third down conversion rates.
TCU: The Horned Frogs defense is stellar in nearly every category, ranking first in the Big 12 in yards per play allowed (4.62) and yards per carry allowed (2.13) on third down. Its offense was terrible on third down before the 2014 season, when it converted 42.9 percent on its third down attempts. TCU could end up in the top third of the conference in both categories in 2015 unless Gary Patterson's program takes a step backward this fall.
West Virginia: The Mountaineers haven't been particularly good on either side of the ball. WVU's struggles to stop the pass on defense -- 13.63 yards per completion on third down -- have hampered WVU's ability to get off the field. On offense, uneven quarterback play after Geno Smith's departure doomed the Mountaineers to finish in the middle of the pack.