Brady Heslip hit four 3-pointers for 14 points for Baylor (19-10, 7-9 Big 12), which didn't make a field goal during the final eight minutes. Kenny Chery went 0-of-6 from the floor but finished with nine points and five assists.

Robert Turner led Texas Tech (13-16, 5-11) with 12 points on 6-of-8 shooting. Toddrick Gotcher and Aaron Ross each added 10 points for the Red Raiders, who were outrebounded 40-24.

Cory Jefferson's 3-pointer with just over eight minutes left in the first half capped Baylor's 8-0 run for a 20-12 lead and O'Neale's 3-pointer started a 7-0 Bears run to end the half with a 33-22 advantage. The Bears pushed their lead to 16 on back-to-back 3-pointers by Heslip and O'Neale early in the second half.

Ross scored twice during Texas Tech's 9-0 run that was capped by Turner's layup with just over three minutes left to cut the gap to 50-45. The Bears made 9-of-10 free throws down the stretch - the first seven by Chery - to seal the win.

GAME NOTEBOOK: Heslip's four 3-pointers give him 273 in his career, putting him one behind second-place Tweety Carter on Baylor's all-time list. ... Texas Tech has lost five in a row. ... Ross scored all of his points in the second half on 5-of-6 shooting.