Perhaps this is because he's a professor of marketing and unaware, but I would've thought any such analysis would include the huge amounts of $ that universities get from doing federally (and other) funded research. Because that factor basically tells me how much they will hurt (or not) by classes being canceled, more than his other mentioned factors. All he talks about is student tuition fees and endowment, as if schools only have those 2 things to burn through.

Universities heavy on research funding have a revenue source and working population base probably equal or greater than the undergrad population, and are much less likely to fold. Undergraduate education and its revenues are in comparison (to use a term from a favorite professor) a pimple on the ass of graduate and professional research funds for those institutions.

Any colleges/universities that are heavily dependent on undergrads and the tuition they pay (at full unsubsidized rack rate, having little to no science research revenue) are the ones most at risk. I.e. the Sarah Lawrences of this world.