Semi OT: Who do you root for: Conference or Rival?

Obviously, with the BCS era, the idea of conference superiority has reigned supreme. The Big 10's image has taken a beating in recent years while the Big 12 and SEC are considered "the primere" conferences. In the non-conference schedule, are you more likely to cheer for another Big 10 team who is a rival hoping that a significant victory will improve the image of the conference or do you root against them because they are a rival? The embodiment of this dilemma is next weekends match up between USC and Ohio State. The Big 10 cannot afford another blemish with a blowout loss of Ohio State to USC, but at the same time, its Ohio State, and any loss is a good loss. Which side are you more likely to cheer for: MSU, OSU, PSU, or Wisconsin to do well in a non-conference game, or an opponent?