Average attendance (tickets sold) last year, excluding the 10,410 at the USM game as an outlier because everyone was obviously done with Skip and the like, was 15,705.
For comparison's sake, attendance for the 2017 MSU game was 28,100, a difference of 12,395. The travel time between Waco and Ruston is nearly the same as Starkville to Ruston. So if we assume Baylor brings in 12,400 fans as opposed to 15k (which would shatter the Joe's attendance record btw), additional ticket revenue would be $620,000 at $50 each ($10 more than the highest gate price we charged last year btw). For what it's worth, average attendance in 2017 outside of the MSU game was just a shade over 19k, so they really only "brought in" about 9k fans. Now you're only talking about $450k in revenue.
Take away what we'd be paying Baylor to travel to Ruston, and it's a wash at best for the athletic department financially. Plus we get a more winnable game. As for the cash flow to Ruston businesses, the difference there is obviously dependent on who we schedule to take their place.