Hey Houston media: As we say in our business, you’re burying the lead!

Lately, I’ve been watching our local news … “and now here’s (fill in the blank) with sports.”

“Over at Toyota Center, the Rockets came up short and dropped another one to the Jazz or maybe it was the Pelicans or … does it really matter?”

It doesn’t matter. The Rockets have lost 10 games in a row, 15 of their last 16, and they’re in last place in the Western Conference with the NBA’s worst record. They’re on track to finish with an even worse record than last year, when they also had the worst record in the league. Their last three losses were all blowouts, dropping each game by 20-plus points. They’re terrible and getting terrible-er.

Meanwhile, in the shadow of downtown, there’s another basketball team with “Houston” on the front of their jerseys. That team is a different story.

And it should be the lead story.

Coogs House

The University of Houston is 17-1, undefeated in the American Athletic Conference, riding an eight-game win streak, ranked No. 1 in the country and the betting favorite (+550 at Fanduel) to make the Final Four and win the whole March Madness tournament.

That’s No. 1 ahead of Kansas, Duke, North Carolina and all the other traditional college powerhouses. The NCAA title clash essentially could be a home game for the Cougars on April 3 at NRG Stadium in Houston.

It all ties into a neat little bow for coach Kelvin Sampson and the red-hot Coogs.

And here’s another reason why the Cougars deserve our support and the sports section headline: every player on the UH team came here because they wanted to play for Houston. Rockets players are in Houston because that’s where they were drafted or traded, or in some cases because they couldn’t get a better deal with any other team.

UH players fell in love with Houston. Rockets players are arranged marriages.

So why are the UH Cougars relegated to a mere mention before the sports anchor hands it off to the weatherman for a final update on tomorrow’s forecast?

It’s would be understandable why the Rockets hold the media’s attention ahead of the Cougars if this were a typical big market. The pros are bigger, faster and better than college players.

But this is Houston, where the local college team is No. 1 in the country and the pro team is dead last in the NBA.

Even if all things were equal, which they’re not, the UH story is more compelling than the Rockets’ tale of woe. UH has a personable, inspirational coach, Kelvin Sampson, one of the most successful figures in the college game. The Rockets coach, Stephen Silas, has a low-key personality and, not entirely his fault, one of the most futile won-loss records in NBA history.

Case for the Coogs

UH has a legit superstar, Marcus Sasser, a first-team All-American pick, a team leader who’s playing in his final season for the Cougars. The Rockets’ top veteran is Eric Gordon, a sourpuss who wants off the team in the worst way and the Rockets are trying their best to accommodate him.

UH is on track to make a lot of noise on the road to the Final Four, like they’ve done six times, the most recent in 2021. UH holds the frustrating record for most Final Four appearances without a championship trophy. Another good storyline. This could be their year, and what better place than their own backyard at NRG Stadium?

It’s not like the Rockets have a serious shot at the NBA Finals, but apples to apples, the NCAA tournament is a bigger deal than the NBA playoffs.

Bring on the Madness

March Madness charges more for TV commercials than any sports event in the U.S. with the exception of the NFL playoffs. March Madness brought in $1 billion in ad revenue in 2021, more than the NBA playoffs and double MLB’s postseason.

Last year’s March Madness championship game had 18.1 million viewers. Last year’s championship game of the NBA Finals drew just under 14 million viewers.

It’s estimated that some 35 million Americans will fill out a bracket for March Madness contests. I’ve never worked in an office where everybody puts down $5 to buy a square in a pool for the NBA Finals. I know a guy who scheduled his vasectomy for the start of March Madness figuring he was due some serious couch time.

March Madness is a national passion. The NBA Finals are a sports event.

Bottom line: The Cougars are the No. 1 team in college hoops, and they’re taking aim at the biggest, most celebrated prize in basketball. They are the pride of our city.

So, let’s give the UH Cougars the respect they deserve. Give ‘em the top story.